“The real fact of the matter is that nobody reads ads. People read what interests them, and sometimes it’s an ad.” -Howard Luck Gossage
When it comes to making that final purchase, we weigh every option available multiple times and like to think that we’re being rational. However, the buying decisions that we make are actually based on the emotional connection that we establish with a brand’s story.
With advertising and marketing being the spine of brand storytelling, the main purpose of writing an effective copy is to drive in readers, catch their interest, and increase ROI.
So how do you create an ad copy that addresses the prospect’s needs, resonates with their emotions, and persuades them to hit the purchase button? Let’s find out.
Why are Ad Copies Important?
From a marketing perspective, The intention behind crafting effective ad copies is to prompt users to take an action and complete their purchase.
The main objective of an ad copy is to fuel conversion rates and increase ROI. Creating ad copies is one of the most effective techniques as it becomes easier for the advertiser to highlight the value propositions and communicate the benefits of the product/service in a crisp and creative manner.
When you advertise your products and services using copywriting, it is like setting a sales pitch that helps users progress in their buying journey, asking them to take an action and become customers. With compelling ads, you can reach a mass audience.
Ensure that you use catchy headlines, phrases, visuals, and more to make the copy interesting and appealing. Ad copywriting is a powerful medium to communicate a message to your audience and explain how your product can help solve their pain points.
Best Practices for Writing Ad Copies That Convert
Ad copies written with precision take into account both, the logical aspect and the emotions of customers. It is, thus, crucial to keep the key motivator points of the users in mind before designing ad copies.
Here are 5 tips that will help you create killer ad copies and reap profits:
1. Study Your Audience Closely:
The Engagement Gap Report by Marketo states that around 56% of customers believe that businesses must have a deeper understanding of their needs. To keep your readers hooked and to prompt them to take action, it is essential to conduct an in-depth study of your target audience and highlight their key requirements. The study that you conduct must answer questions related to their preferences, the type of service that they want, the price that they’re willing to pay, and their behavior towards the service/product being offered to them. When done correctly, you will be able to develop an emotional connection with your audience, winning their confidence, trust, and loyalty.
2. Craft Engaging Headlines:
Headlines are the silver lining that sparks the user’s interest to actually click on the copy and discover what’s in it for them. The headlines that you create should be catchy, short, and communicative. Try to blend in the solution that you are offering to your audience via your products in the headline to make them stop in the tracks and read your copy. Add a touch of humor and fun to the headlines to make them more relatable.
3. Address the User’s Problems:
Enlisting the features of your products and explaining their functionality is plain and boring. The agenda here is to interact with your users, identify their problems, and offer them a viable solution that suits their needs. If done creatively, your ad copy can reap the desired engagement rate and help your business grow.
4. Align Copy with Visuals:
This is a very crucial step that many ignore in an attempt to promote products and services. To ensure that you don’t lose any leads, it is best to align your copy with the right visuals, in the absence of which, your prospects will lose interest and eventually hit unsubscribe if they click and land on something that they weren’t looking for in the first place.
5. Create a Persuasive CTA:
Clear, concise, and actionable, your CTAs should direct the reader to take an action and complete the purchase. CTAs are a response that you expect your readers to give once they’ve read your ad and you’ve ignited their interest in your product/service. Make sure that you only have one CTA in the ad copy and it is impactful enough for the reader to click and read the entire copy.
An advert copy with all the above-listed elements is sure to ignite curiosity in the minds of the readers and inspire them to continue reading the entire copy.
The goal is to identify the needs of the target audience and deliver a solution that solves their pain points. Ad copywriting is just the perfect medium to engage with your audience better by rendering a more personalized and interactive experience and encouraging them to become loyal customers and bring repeat business.
Looking for a sure-fire ad copywriting formula for better engagement? Talk to us!
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