Writing Outstanding PPC Ads

1. Relationships

Between your customer & her worst enemy
Between your customer’s husband & his lover

All the different relationships that exist between your customers and 5 other types of people and things.




[code:12njam5d]What your prospect hates:

Bad Marriage=Constant Fights
Don’t Go To Bed Angry
14 Minute Video will Calm Your Mind
www.AngryMarriage.com


Your prospect’s #1 enemy:

Who is your husband with?
Is he sleeping with “her” right now?
Get revenge & a smile on your face
www.BadMarriageRevenge.com


Both:

Nasty Fight: The Other Woman
Sick of being compared with “her”?
Change the Game. Free Report
www.BadMarriageReport.com[/code:12njam5d]

2. Imagery

Kinesthetic (World War 3)
Auditory (What he said)

Three different kinds of imagery:

[code:12njam5d]Visual:

Other Woman Photographs
Will you see her with your Children
In Family Portraits?
www.TheOtherWoman.org/Bad_Marraige


Auditory:

“I Hate My Other Mommy”
What will your little boy say
The day she moves in?
www.TheOtherWoman.org/Step_Mom


Kinesthetic:

When He Caresses Her
Do you feel sick on the inside?
Hope and healing here
www.TheOtherWoman.org/Community[/code:12njam5d]

3. Core Emotions

Anger
Envy
Defiance
Disgust

Feelings:
Anger, Sadness, Joy, Surprise, Disgust, Ecstasy,
Terror, Despair, Anticipation

Vices:
Sloth, Envy, Gluttony, Avarice, Greed, Lust,
Selfishness, Revenge

Virtues:
Love, Compassion, Ambition, Courage, Justice,
Cleanliness, Generosity, Creativity, Defiance,
Determination, Excellence, Honesty, Modesty, Reliability,
Superiority, Simplicity, Elegance, Thrift, Forgiveness,
Resolution

4. Types of Sentences

Quotation
Condition

Question, Statement (declaration),
Command (imperative),
Condition (if/then),
Quotation (“he said”)

5. Time

Past
Present
Future

6. Towards / Away From

Fear,
Desire,
Both

7. Future

Prediction,
Warning,
Promise,
Threat,
Story of Change

8. Capability

Won’t change

Can, Can’t,
Will, Won’t,
Does, Doesn’t,
Do, Don’t,
Is, Isn’t,
True, False

9. Levels of Identity

What they’re capable of (other woman)
What they say (husband)

(These apply to anyone in Blade 1):

Identity (Who we are),
Beliefs (What we think)
Skills (What we’re capable of),
Behavior (What we do)
Environment (Forces outside our direct control)

10. Proof

Case Study
Self Evident truth

Credibility:
The Powerful Demonstration,
Results In Advance,
High Profile Clients,
Track Record,
Powerful Associations,
Celebrity,
Unique Mechanism

Believability:
Displays Of Knowledge,
Personal Endorsement,
Case Histories,
Sinatra Test (“if you can make it here...”)

Facts:
Case Studies,
Research,
Self-Evident

Social Proof:
Media Mentions,
Number of Followers,
Number of Citations,
Innovation,
Specialization

11. Numbers

Percentage

Price,
Savings,
Losses,
Earnings,
ROI,
Statistics,
Percentages,
Fractions,
Dates,
Periods of Time,
Quantities,
Symbolic / Talismanic (7, 8, 12, 666)

12. Language Devices

Slang (WW3)
Tragedy

Rhythm,
Rhyme,
Onomatopoeia,
Alliteration,
Consonance,
Haiku,
Simile, Metaphor, Metonymy, Synecdoche,
Famous Quotes, Lyrics, Popular clichés,
Humor, Irony, Tragedy,
Sarcasm, Slang, Colloquialisms

13. Names

Movies, TV Shows, Songs, Actors & Actresses, Authors,
Politicians, World Leaders, Icons, Spirit Beings, Master
Teachers, Trademarks, Brand Names, Part Numbers, Artists,
Albums, Musicians, Captains of Industry

14. Locations

Landmark, Neighborhood, State, Country, Historical,
Fictional (“The Shire”), Conceptual (“Cyberspace”),
Imaginary (“Wonderland”), Cult (“Planet Perry”),
Metaphysical (Heaven / Hell / Nirvana)

15. Direct Marketing Offers

Free report
Act now

Guarantee,
Trial Offer,
Free Sample,
% Discount,
No Obligation,
Accompanying Offer,
Free with Signup,
Reports,
White Papers,
Audio, Video,
Software, Membership,
Consultation,
Results in Time Frame,
Deadline, % to Charity,
Disqualification

16. Ad Structure

Question mark
Extra spaces

Transposition,
Verb Swapping,
Noun Swapping,
Adjective Swapping, Capitalization,
Punctuation, Line Breaks,
Repetition, Quotes, Dashes,
Parentheses, Slashes, Commas,
Question Marks, Exclamation Marks,
Extra Spaces,
Symbols, ASCII Characters






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