If you want to grow your business, you need to get more people on board. That means investing in advertising. But it’s not always as simple as throwing money at the wall and hoping something sticks. To get the best results from your marketing dollars — both in terms of sales and brand awareness — you have to write compelling copy that resonates with your target audience.
Make it obvious what the ad is about.
In order to create a successful ad, you need to make it clear what your ad is about. You do this by using headlines and short descriptions in text ads, and titles, descriptions and thumbnails in video ads.
In your headline or title:
- Use keywords that are relevant to the product or service you’re offering. This will help people find you when they search for those keywords in Google Search or YouTube search results.
- Be descriptive but concise – no one wants to read an essay-length headline! The ideal length is around 30 characters including spaces and punctuation (including emojis). If your headline is longer than that, split it up into two lines of text so that each line is at least 40 characters long
- Use scarcity. People are motivated by scarcity, a fundamental principle of human nature. As an advertiser, you can take advantage of this by linking your offer to a limited quantity of inventory (for example, “Only 10 left in stock!”).
- Make it clear how long it’s available for. If the ad copy doesn’t make it obvious how long you have to take action on the offer (e.g., “Offer expires at midnight PST tonight”), this could be misleading and cause consumers to hesitate or abandon their purchase decision altogether.
Write in a way that addresses the pain points of your customers.
To help you get started, here are some of the most common pain points of online shoppers that you can use as a guide to writing your copy.
● I don’t know what is best for me.
If you’re selling a product or service and your ad copy doesn’t address this problem at all, then it should be one of your top priorities to add it in. In fact, if there’s any way to make this point stand out more than any others in your ad copy, do it! Just take a look at how Amazon uses their customer reviews to show off why they’re worth buying from:
Speak directly to your audience.
As we’ve already mentioned, the goal of your ad is to get people to click on it and visit your website. In order for this to happen, you need to speak directly to your reader. You need to use words that are familiar with them, words that they can relate to, words that make sense in context and help them understand what’s being sold or promoted by this ad. In other words: make it relatable!
The best way to do this is by using a specific type of copywriting called “vanilla copywriting.” Vanilla copywriting involves using simple language that allows readers easily understand what you’re trying sell them without feeling overwhelmed by technical jargon or complicated sentence structures (more on how vanilla copywriting works here).
Use a strong call to action.
A call to action is the thing that a reader is supposed to do when they look at your ad. It’s usually something like “buy now,” or “subscribe now.”
The best calls to action are clear and easy for potential customers to understand. They should also be worded in such a way as to make it obvious how the reader can take action. For example, if you want someone to sign up for your mailing list, don’t say “Subscribe.” Instead, say “Subscribe here.” By using specific wording that makes it clear where exactly you want them to subscribe, you’re making it easier for them (and increasing your chances of success).
Your call-to-action should be highlighted so that it stands out on its own — as well as compared with everything else on the page (such as by making it bold or italicized). When possible, try placing your CTA above other elements on the page so that there’s no confusion about which part of text should get people’s attention first.
Split test different ads to see what works best.
The more you split test, the better you’ll get at it. It’s a good idea to use Facebook ads or Google Ads to test different ads. You can also use Titktok Ads if you’re an artist and want to sell your artwork online. The more tests you run, the better understanding of what works best for your customers will come through.
You can write advertising copy that converts.
You can write advertising copy that converts.
The best way to do this is by following the 4 A’s: attention, interest, desire and action.
- Attention: Get your reader’s attention with a compelling headline or lead. You want to make sure they keep reading!
- Interest: Keep them interested by continuing on with an interesting story (or problem solution) that keeps their attention for at least 10 seconds. If you don’t have anything new or interesting to say in 10 seconds, cut it down until you do!
- Desire: Be sure to tell them what they will get from reading your ad / product description / landing page properly so that they want it more than anything else in the world (this is called “pain point” marketing). The pain point must be clearly defined before any other benefits are explained; otherwise people won’t understand why something should be bought instead of doing something else like going out for coffee instead of buying your product online.”
Now that you’ve learned how to write ads that convert, you can start applying these principles to your own marketing efforts. If you put in the work and test different options, it won’t be long before people are flocking to your site!
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