symbols are the online equivalent of shouting or using tacky flashing
neon signs. They say to your audience that you're not smart or
professional enough to write an effective ad title, so you're trying to get
their attention by shouting instead.
Make Your Message Complete but Concise
Your reader's patience (and time) is severely limited, so craft
your advertising message carefully to explain:
A) What you're offering
B) Why the reader might want it, and
C) What they should do to get it.
The trick is to include enough information in A and B so the
reader is motivated to take step C. Make sure the reader clearly
understands what you're selling and what's good about it, including
comparisons or proof of your product's advantages. In this case, of
course, your product is real estate and discount properties. Try to avoid
lengthy case studies or anecdotes.
If you're offering a service, explain it in terms of the real benefits
people get from using it. Instead of “Helping Those Facing
Foreclosure” say, “We offer workable plans to avoid foreclosure.”
Use People Talk
Write your ad in a conversational tone, as if you're talking
directly to the individual reading it. Avoid passive language such as