From the course: Writing Ad Copy

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Writing for web readers

Writing for web readers

From the course: Writing Ad Copy

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Writing for web readers

- Effective online ad and sales copy is about telling a story or describing your offering over the course of a section or a page. Now, first off, let's get this out of the way. Stop designing your online ad campaigns the same way as your print ads. The web isn't print, print isn't web. Online ad copy demands clarity of message, and an easily understandable progression. Simply put, clever online ads that make you work won't do as well as those that are simple and easy to follow. While your full page newspaper ad might look beautiful and really create that wow impression to someone out of cafe, if you try creating a webpage with just a few words and branding, you'll more than likely get a reader who has left wondering, okay, now what? While online readers might have different expectations than print readers, in general their eyes tend to behave the same. The F pattern is how most people tend to read a website. That's…

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