How to Create Advertising Copy That Sells
Want your advertising to be more effective? Then it might be time to change the messaging. Here’s how brands can stand out and tap into the emotions of consumers so they stop and act on ads.
A refresher course in Marketing 101 will tell you consumers buy based on benefits, not features. Features are details about the product or service and what set it apart from the competition – phrases like ‘fully insured’ or ‘ceramic coating'. But benefits describe why those features matter and how they help the consumer – think phrases like ‘keep that new car look, longer’ or ‘have a cleaner car with less effort.’
Benefits solve a problem or tap into the emotions of consumers to cause action. That is the ultimate goal of advertising, but many brands overcomplicate their advertising copy with unnecessary information with good intentions that end with bad results. So, we’ve outlined everything you need to simplify and create advertising copy that sells.
First, let’s properly identify your audience. Before you start writing, take a step back and consider the following:
Who are they? To get your customers to tune in to you, you have to know exactly who they are, and how your product or service can solve their specific problem.
What do they want? Create a trigger point that makes their problem a big one, but also a solvable one. FOMO is a huge trigger but so is something time sensitive, or at risk of selling out. And, that would be a great problem to have, in fact.
Go where they are. If you have done your homework to hone in on your target audience, connecting and engaging with them becomes much easier. By using empathy as a bridge to connection, you can clearly state that you understand your audience’s problem and can help them with it. This makes them more likely to respond to your ads with actionable results for your business.
Define. Did you know that defining smaller audiences can allow you to create more relevant and compelling ad copy that resonates with your specific audience? While, as a medical spa for example, you might provide services for the general population, often running ads that micro target a specific solution for a smaller audience (i.e. women with Cellulite) will yield a great response because of the more specific messaging.
All in a Name. Strong brands have strong names. How often do you ask for a Kleenex instead of a tissue? When you look to the start-up community, you often notice creative spellings, unique use of words, and concise, easy to capture brand names. If you have a long DBA, or a complex and wordy brand, it can get lost in the shuffle. (note: the actual name Kleenex is trademarked by Kimberly-Clark.)
All About You? Not Necessarily. While clearly defining your business is important, customers do not need or want a laundry list of your entire offerings. How often do you read a restaurant’s full menu before deciding to eat there? Typically, diners make decisions with an overall understanding of the cuisine and pricepoint, potentially a look at the interior aesthetic and other diner reviews. The key is connection. Connecting with your audience means making it all about them. They don’t care about your resume, even if you went to Harvard. They want to know what you can do for them.
Trust before Conversions. You’d never kiss on a first date, so why would you expect people to ditch their dentist the moment your ad comes out? Potential customers need to establish a foundation of trust with you. You can get there more quickly by informing, educating and even delighting potential customers by your offering in a way that is memorable and timely. Then, add in consistency to get them in a position to make a move. This is where ad frequency and comes in. They more memorable you are, the more people will reach for you – aha, see, Kleenex?
Headline Grab. First, you have to get their attention. Then, you can open the door and share copy that will entice them to take action. Content is king, but must be concise and captivating. Your headline should cause your customer to say “aha” about their current situation and realize in the same sentence, that they are understood by you.
Credibility is key. Having a great photo and information about your business is only the top of the menu. Creating a unique positioning statement of your business, such as Nestle’s “Good food, Good life is good business” can also help you stand out by identifying you, perhaps as a thought leader. Words like “best”, “premier”, “finest” are worthless if they are not backed up. Unless a well-known entity has bestowed that honor to your company, there is no reason to embellish. Showing integrity, being approachable, likeable and, heck, even helpful will get you much further down the road with your new customer relationships.
Appeal to the Senses. Focus on the big picture benefit. Tap into to emotions and consider how you may be able to positively impact the overall wellbeing of your potential customers. Good ad copy is often determined by having an emotional angle attached to it, yet if your customers are of a more rational mind-set, you may choose to demonstrate your value through numbers and facts.
Simplify your message. Your message must be clear and concise. Take out unnecessary words. Edit again.
Create a strong call to action (CTA). Think of NIKE’s new CTA: “Come Run with Us.” It is clear, inclusive and actionable. There is no confusion on what they want you to do. You will, of course, need to buy some really cool shoes just like the ones shown on the full page ad above the swoosh, however. If you want to go another step, consider creating a CTA in the form of an offer to help you track the accuracy of your ad. If you want to drive people to your location, be sure to share your address. If you prefer that they visit you online, send them there and be ready to capture them with a pop contact form on your website, so that you can continue to connect with them.
Next Steps. SOCIAL Magazines can provide your company with insights on identifying your unique audience, creating a brand voice, and delivering consistent, concise and compelling content. Reach out to us to work with you on curating content that drives results to your bottom line. See? A CTA. We hope we moved you!