From print advertising to social media ads, your ads need to have compelling copy in order to get the most bang for your buck. Print ads are easily skipped over unless there is something to stop grab a reader and draw them in. Sure running a Facebook ad will get you increased reach regardless of the quality, but if your ad is compelling you can see those numbers skyrocket! So how do you write quality copy for your ads?
Here are our 7 tips for writing quality ad copy:
Know Your Audience
Before you can write ad copy you have to have a clear grasp on your target audience. Once you understand and tap into your target market you’ll find it a challenge to write copy that DOESN’T appeal to them. You can learn more about your target market through your social media insights as well as market research. Here’s a more detailed look into finding your target market.
Use an Attention Grabber
Starting your ad copy with a compelling statistic or number will help grab the attention of your audience. If you’re selling a curling iron designed for lefties, for example, you may want to start out with a stat on the number of left handed people who die each year using tools for right handed people. Grab the attention of your audience as soon as possible in a fun and interesting way.
Get to the Point
In a world of fast-food, fast-internet and instant gratification people will make a decision on your ad in a matter of seconds, or less! Get to the point! You caught the attention of your audience and now it’s time to get to the point. Keep sentences short and easy to read and keep your message clear. Do you think we’re joking? Delete that sentence right now -- we see it -- the one with 15 commas.
Use a Story
Storytelling copy is an excellent way to build a connection with your audience. Follow a normal story outline, start with an opening and introduce the “pain point.” Move to the conflict, add in a dialogue and provide a solution. Ta-da short and sweet storytelling at it’s finest.
You’ve seen plenty of outlandish claims and have likely rolled your eyes at most of them. Filling your ad with incredible and revolutionary adjectives (aka superlatives) is poor quality ad writing. Outlandish claims often receive eye rolls instead of click throughs or action, unless the action is turning the page.
People love to hear how a product or service has successfully impacted someone’s life, so tell them. Instead of using your own words to tell your audience what makes you better, let current customers tell them for you. If you’re creating a digital ad use testimonials in your video ads for greater impact.
Don’t Be Insulting
If you’re selling a weight loss product, don’t use the word fat in your copy. Don’t make business owners sound incapable of math if you’re selling a bookkeeping service. Your goal is to connect with an audience, not insult them. Sometimes what sounds like a great hook ends up being perceived as an insult. The easiest way to prevent insulting your audience is to use positive statements instead of negative ones. For instance say “after one month with us you’ll feel better than ever” instead of “in one month you can shed those pesky 10 pounds you’re carrying?” A small change makes a world of difference.
Writing ad copy can be tricky, but with these tips you’ll be well on your way to success. If you still find yourself feeling stuck, schedule a consultation today, we may be able to help!