Words have the power to make or break a sale and introducing your brand through compelling copy is one first impression you need to nail.
How to write ad copy designed to convert views into clicks and ultimately- sales.
Follow these 11 tips for writing ad copy that sells like a hotcake:
Prepare compelling Headlines
Avoid the temptation to rush to the “meat” of your ad at the expense of your headline. Copy blogger published an astonishing fact– eight out of 10 people will never make it past the headline copy. Take some time to brainstorm possible titles and run A/B testing on ads to find a title that yields maximum results.
Craft an Ad Copy That Converts
You have to write killer content that converts. If writing marketing content isn’t your forte, it’s a good idea to bring in the experts. Your words create a lasting first impression on a potential customer and misspelt words and unclear phrasing aren’t a good look.
Keep The Funnel On the Top Priority
The way you interact with your best friend and a random stranger is completely different, right? When crafting copy, keep in mind that every person is at a different stage in the sales funnel.
Know Your Competition
To succeed in business and advertising, a few spy skills go a long way. I would like to recommend using tools like Spyfu to identify your competitors and develop a plan to elevate your own business. You can discover your competitors’ most profitable keywords and find out whether they’re ranking for paid or organic keywords.
Use Case Studies and Social Proof
Don’t underestimate the importance of social proof. A report by Convince & Convert shared that 83% of those surveyed said a word of mouth referral by a friend or family member makes them more likely to buy. Nielsen’s report takes it a step further, showing that 70% of those surveyed trust consumer opinions whether or not they know the consumer.
Don’t discount the effect of social proof. WikiJob A/B tested social proof and found a 34% increase in sales when brands utilise testimonials in their advertisements. Gather customer testimonials, and put them to use in your campaigns!
Benefits Instead of Features
As you craft your ad copy, it’s important to put yourself in the customer’s shoes and talk about the benefits– not just the features.
Emotional Heartstrings
A 2016 report by Nielsen stated that “emotions are central to advertising. They’re at the heart of the relationship we have with brands. They drive our non-conscious decisions and play a major role in our conscious decisions, too.” We may know that intuitively, but their report showed a 23% increase in sales volume for ads that triggered an emotional response.
Think carefully about the emotion you’d like to evoke, though.
Highlight Audience Pain Points and Respond To Common Objections
You know your brand better than anyone. Is your product expensive? Focus on high quality, and why your product is the best on the market. Does your customer need to learn a new skill to fully use your product? Flatten the learning curve with free tutorials or access to customer service representatives.
Speak Your Customer’s Language
Instead of excessively explaining your product, service or brand, speak your customer’s language. Address your customer or client’s problem and explain how your product is suitable to solve that particular problem that your customer is facing.
Ask A Question
Invite readers into the conversation by phrasing your ad as a question. Craft the question with your target customer in mind. What are they struggling with? How can your product help? Most of the top Google searches begin with “How to,” “What is,” and “Can you.” Phrase your question in a way that attracts your target audience.
Use Visuals and Targeting
Visuals are important. One study estimates that the human brain processes visual images at a rate that’s 60,000 times faster than it processes text. Combine that with this stat: when paired with visuals, the reading comprehension rate of text increases by 89%.
Have you implemented these strategies in your ad campaign? I’d love to hear how it went! Leave a comment and tell me your favourite strategies and the results you’ve achieved.