Copywriting is an undervalued skill, but it’s importance is clear: no matter how good the design, if the copy in the ad is flawed, chances are that your ad will not do well.
Now while there isn’t a formula that can give you the perfect text for your ad, there are a few ways you can make your ad more persuasive and convert more leads.
Here are a few do’s and don’ts for you to think about to make your ad copy perform the way you want it to.
Do: Appeal to an emotion.
Try to evoke an emotional response with your ad copy. The stronger the emotional appeal, the more people remember the ad. And the more people remember you, the more successful your campaign will be.
Don’t: Be bland.
Robotic ad copies will not set your ad apart from everyone else.
Example: ‘Experience the joy of buying a new car.“ vs. ‘New cars available here.’
Do: Use strong headlines.
Your headline is one of the most important parts of your ad. It is what draws any potential customer’s eyes, and the stronger it is, the more likely your customers will take action.
Don’t: Use clickbait.
Don’t use clickbait in the name of using a strong headline. The line between a clickbait and a strong headline is blurred, yes, but overselling or exaggeration usually leads to headlines becoming click-baitey and subsequently, unsatisfied customers.
Example: “5 Interesting Ways to Increase your ROI” vs. “5 Amazing Ways to Increase your ROI as Recommended by Experts (Number 3 will shock you!).”
Do: Personalize your ads.
Your products and services are there to solve someone’s problems. Talk to your customers as though they’re in the same room as you, use second person pronouns and most importantly, BE RESPECTFUL.
Don’t: Be impersonal.
Don’t disconnect yourself from the audience. Unless they know how your product or service will help them, they will not consider you as a viable option.
Example: ‘All your plumbing issues solved in a flash!’ vs. ‘High quality plumbing service available’.
Do: Be bossy with your CTA.
A good ad will always have a call-to-action. Your CTA must be bossy, and tell people to do something NOW, rather than give them an option.
Don’t: Offer a choice with the CTA.
Using words like ‘if’ in your CTA automatically reduces its impact. Be assertive, and not passive with your CTAs.
Example: ‘Get your free report now.’ vs ‘If you’d like a free report, click here.’
Do: Use simple language.
A general rule of thumb is that anyone over the age of 10 should be able to understand your ad by just looking at it once. The simpler the ad is, the better. This might not hold true for all ads, but is usually good to follow.
Using flowery and complicated word might impress dictionary lovers, but there are very few of them around. Obstreperous and complicated words tend to be redundant in nature, and (as you might have noticed while reading this sentence), tends to cause the audience to lose attention.
Example: “A peaceful time awaits you at XYZ Resort.” vs “Transcendent tranquility awaits at XYZ Resort.”
Copywriting is one of the many facets of digital marketing, and good copywriting is vital for any successful marketing campaign. Hopefully, these tips allow you to become a better copywriter!