All business owners share a similar goal; they want to see their businesses succeed and grow to new heights. However, this is much easier said than done. There are a number of ways to go about converting clicks into sales, but one of the key components is having irresistible ad copy. Advertising is necessary for all types of business, however, some do it better than others.
What are the stand-out companies doing that make them so successful? One thing is that they have invested tons of time and money into creating an excellent ad copy. Thankfully, not every business needs to break the bank for quality advertising. There are a number of things that business owners or marketing specialists can do to turn their bland ads into efficient advertising tools.
Give It 100%
Taking on the responsibility to create great ad copy can be intimidating and stressful. However, it is necessary to give it your all when writing ad copy. If you take shortcuts or put in a weak effort, the customers will know. This means that your time and funds were wasted on something that isn’t drawing in customers. Although not everyone is a professional writer, everyone has the potential to write a solid ad copy. It is important to remember that if you aren’t going to put in 100%, it would be a better use of time and funds to hire a professional ad copy service.
Know Your Target Audience
Knowing your target audience is a crucial part of writing amazing ad copy. If you know your target audience, you have the ability to create niche ads that create a personalized experience for potential customers. This is much more beneficial in comparison to a general ad that acts as a blanket over your audience. There are a handful of ways to find your target audience, including data analytics, word of mouth, and outsourced social media marketing companies.
Ad copy can be difficult to write as it needs to relay a message to potential customers quickly and succinctly. Be sure to understand what your goal for the ad is and try to get it out in as few words as possible. The less time the customer spends reading, the more time they have to browse your website or storefront.
Understand Your Platform
There are a number of ways a business can go about advertising; from billboards to commercials to social media ads, the list goes on forever. Knowing what platform you are going to advertise with is extremely important when writing ad copy. This allows you to cater to your audience and provide them with quality advertising.
Don’t Get Distracted From the Original Goal
Most businesses are established with the goal of making a profit, and the way that a company generates profit is through consistent sales. It is important that your ad copy reflects the goal of your business; to make sales. It is tempting to be unique or clever with your ad copy, however, anyone who does so is walking on thin ice. If not done well, they are putting themselves at risk of not being understood. When writing ad copy, it is best to stick to the basics and be clear. An ad should help the customer visualize how the product will benefit them. If you can be creative while being efficient, then you get the best of both worlds. However, never sacrifice sales over creativity just for the sake of being different.
Customers Love Guarantees
Many businesses offer a variety of guarantees on their products or services but they don’t advertise them as often as they should. Customers appreciate a guarantee and are more likely to purchase a product with one over that doesn’t have one. If your business offers a guarantee, be sure to slide it into the ad copy. To not make it overwhelming, but make sure to mention this important value-add benefit for your customers.
Do Not Demean the Customer
Regardless of the quality of your product or service, if your ad copy is demeaning to the customer, the chances of a sale are drastically diminished. The ad copy should be relatable and respectful without talking down to your customers or shaming them into thinking that they’re failing without your product or service. A business that respects its customers through their ad copy and speaks to them on their level can expect to have a long lifespan.
Put Yourself in the Shoes of the Customer
There is a saying that goes, “you are your own worst critic,”. Whoever came up with that probably worked in advertising. By putting yourself in the shoes of the customer, you are able to objectively analyze your work. Be sure to ask yourself questions like, “would I buy this?”, “do I relate to this ad?” and “will this stand out from other advertisements?”. If the answer is “no” to any of these questions, it isn’t a bad idea to revise your work.
Test Your Work
There are a number of ways you can test your ad copy. If the ad is for a social media platform, give it a soft run for a few days and see how the metrics are. If the ad isn’t performing to your standards, that’s a sign that it might need some more work. If the ad is for a physical platform like a publication or a billboard, show it to some friends, family, co-workers, or create a focus group. They will be able to provide objective opinions on the ad to help you gauge its effectiveness ahead of time.
Writing irresistible ad copy is extremely beneficial to any company. It is difficult for a company to see any progress if they don’t have new customers expanding their market. Although writing amazing ad copy is much easier said than done, it is possible for anyone.
However, not every company has the time, funds, or manpower to be able to consistently put out solid ad copy. Thankfully for those companies, there are a number of companies that write professional quality ad copy that can help you achieve your business goals.
Eva Webster is the Managing Director at Article-Writing.co. After many years of making it and breaking it in the freelance world, she now mentors new writers who want to take their careers to the next level.