When writing anything, especially ad copy, how you convey your message and your words are what count. When you get down to it, isn't it all about what you say and how you say it? A good ad stands out from the crowd. The reader is compelled to take their time and actually read it, while quickly passing by the others.

My position is that first, your ad copy must be short, to the point and have no spelling or syntax errors. Well, in a recent article, I goofed. I wrote - "I try to keep articles around 700 words, as ones much longer seem to drag, and quickly loose the readers interest. What I meant to say was "lose the readers interest". This was a case of "fat fingers", and of course spell check didn't find it.

I usually have my articles proofed by someone else, but was running late that week. I read it over several times, but once you make an error, the odds of finding it diminish with each reading. I guess this all goes to prove, that the concept of having someone else read your copy, is really the best idea.

Let's talk about some of the things you must take into account. You need to ensure your message is read, otherwise you are simply wasting your time and advertising dollars. In order to do this, your copy must stand out from the rest. There are a number of ways to do this, and contrary to what many of the "pundits" say, there really is no magic formula.

If you are in business, you should subscribe to a number of ezines. Take care to read the ads, and see which ones get your attention. There are some very good copywriters, and you could do well to learn from them. Keep an electronic scrapbook of ones you feel are worthwhile.

Any good copy should entice a prospect to click on the link and open it. Whether you wish to point them to a website, or request an email from you, it is critical that you make this easy for them. Always list your web site with the http:// in front of the URL. Example - - This allows them to simply click on it, and they will immediately be taken to your site. Likewise, always include mailto: in front of your email address -