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I have read thousands of ad copies online and offline over my lifetime. I have read excellent ad copies that made me buy right away and some that may have had a decent product, but had a poor ad copy that turned me away.

Now that I am in business, I have written some of my own ad copies. Some of them have worked, some of them have bombed. The key is to keep changing and testing your ad copy, don’t just write one and then stop. I don’t have a college degree in copywriting, but I know to learn from the mistakes and never give up.

Below I’ve made a list of 42 deadly ad copy sins that I’ve made over the years and that you can learn from:

-no compelling headline
-no believable testimonials
-no sub headlines
-no attractive benefits
-no features
-no strong guarantees
-no asking or answering questions
-no proof of benefits offered
-no contact information for questions
-no endorsements
-no conversational writing
-too long of sentences
-no deadline to order
-no free trials
-spelling mistakes
-grammar mistakes
-too light of text
-too dark of background
-ad copy doesn’t blend together
-no breaks in ad copy
-no bullets
-ad copy in all CAPS
-few ordering options
-no visual aids
-no comparison to competition
-no reminding of benefits or deadlines
-no information about your business
-no appealing adjectives
-no appealing phrases
-too large of text
-too small of text
-no emotional appeal
-too large of paragraphs
-no story telling
-no underlining or bolding of keywords
-too short of ad copy
-too long of ad copy
-no facts or case studies
-hard to understand jargon
-no free bonuses
-too low of price
-too high of price

Don’t get me wrong, not all 42 of my ad copy sins will apply to each and every ad you write. It is just a list you can use in the future. If you currently have an ad copy, compare it to the list right now. Your ad copy could make or break your sales.

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– QUOTED –

BEIJING (Reuters) - Some Chinese tourists have been warned that while spitting, slurping food and jumping queues may merely disgust people at home, they are sometimes not tolerated abroad, Xinhua news agency said on Friday.

The increasing number of Chinese tourists travelling abroad may be a huge new source of income to destination countries, but that won’t prevent complaints against individuals from reflecting badly on all of China, Xinhua said.

“The media in Singapore reports that hotel staff are upset with Chinese tourists spitting in their rooms and smoking in bed,” it said.

“…Singapore airline companies also criticised Chinese tourists for talking loudly and being very rude. Even Hong Kong newspapers have pointed out that some mainlanders lack manners and social graces.”

Beijing residents said last year spitting in public was what they could not stand most about living in the Chinese capital, followed close behind by dog owners who fail to clean up after their pets.

Beijing has launched a campaign to make its citizens more “civil” in the run-up to hosting the 2008 Olympics. Games organisers have repeatedly said the city needs to teach its people to stand in line, stop spitting and littering and generally be better mannered.

Past efforts to stamp out the spitting habit, like a 2003 campaign to help curb the spread of SARS, have not been very effective, partly because many people believe clearing the lungs and firing away is good for your health.

– –

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