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Your headline should be attractive enough to make a potential subscriber read through the ad and eventually click on the link provided to go on and subscribe to your ezine.

List out all unique features of your product or service. Think how these would benefit your subscribers. Examine each of the benefits and figure out which ones would be most effective. The potential subscriber should know what he/she will gain from your ezine. A very good strategy for doing this exercise is to write the Ad in a paragraph form.

Keep on reading the ad numerous times, gradually reducing and refining the content. Eventually, you will get a one line heading that is both eye-catching and highlights the uniqueness of your ezine very well. You may also provide an incentive to encourage readers to sign up for your ezine. Make sure you mention your incentive within your ad.

Another important aspect is the size of the description. Every publisher or directory would have their own specifications. Some may allow a 10 to 15 word description, some 30 – 40 and some even 80 to 100. The best thing to do is have different versions of your ad with different lengths of description. Save each of these to a file for later use.

A few other tips:

* Study ads from your competitors. Look for unique features in these ads and employ them in your ad.

* Space is at a premium. Do not waste characters by using duplicates or other words that may be unnecessary. Some words that should be avoided are “the”, “a”, and “an”. Use very common abbreviations where possible.

* Do not ridicule your competitor. Depict how your ezine is superior from others.

* Your aim is to have a maximum conversion ratio of successful subscribers. After all, you wouldn’t want to pay for visitors who are unwilling to subscribe to your ezine. A very specific ad would target only those surfers who are actually interested in your ezine.

* Use language that is personalized and motivational. The purpose of the ad is to elicit desire in people.

* Use strong call to action words and phrases. These will generate a response from potential subscribers. Examples include “Sign up today and get a free eBook”, “Register Now and Win”, and so on.

Ezine Ads should include what most people refer to as “power” words. These are words that many advertisers use in order to pull subscribers. A list of some of the most useful power words is given below:

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