Ad copy is a critical part of sales.
You need excellent ad copywriting that gets someone to take action. You want a potential customer to make a purchase based on an ad they’ve read. Ad copy has to speak to the customer’s problems and solutions.
The best ad copy triggers an emotional response from your audience.
People usually purchase something based on emotion. Excellent ad copy elicits an emotional response that triggers your audience to buy.
If the end goal is to achieve an emotional response, how do you create ad copy that triggers this response?
Here are 9 tips for mastering the art of ad copywriting.
1. Know Your Audience
The simplest tip on ad copywriting is to know your audience. The audience is the first domino of copywriting. You have to know about their problems and how to help them.
The first thing you should do is figure out who your ideal customer is. Know their behaviour. Know their demographics.
The more you know about them, the more you can help them.
Creating a powerful ad copy should be targeted to your ideal audience. You have to think about what’s important to them. You have to know where your audience hangs out so you know where to place your ads.
For more information on marketing, specifically website design, check out our blog on why website content creation is so important.
2. Tell A Story
Excellent ad copy tells a story. It tells a story about someone.
Great storytelling is about eliciting emotion from your targeted audience. You have to tell a story about your core audience, make them feel as if they are the person in the story.
More importantly, tell your customer’s story. Talk about their experiences, their struggles.
Another ad copywriting strategy is to tell your customer’s future story. Talk about what would happen if they bought your product.
Write a story about a customer that experiences a solution based on your product.
You can also tell your story. Tell a story about your business and your product. Talk about how you realized you can help people.
Stories elicit emotion. They draw people into your story and captivate them. You can find story strategies that involve characters and how to create a compelling story.
3. What’s Your Voice and Personality
Your voice and personality can be humorous. It can be professional.
Your voice and personality reflect your brand and your products. They reflect what your customer sees in your business.
Whatever your personality is in your ad copy, you want to make sure it stays consistent. You don’t want to confuse your audience. You want to show what they can expect when they buy your products.
4. Be Concise
Ad copy should always be concise. That means you have to eliminate fluff words. You have to get rid of jargon.
You should eliminate any useless words. Make it as concise as possible without removing value.
When you are concise, people see the value of your products faster. They see what you are selling without feeling confused.
5. Create a Remarkable Headline
One of the first things a potential customer sees in ad copy is the headline.
Your headline should be useful, urgent, unique, and ultra-specific. If you follow those 4 U’s, you’ll be on your way to creating powerful headlines.
The best ad copy headlines get people to take action right away.
6. What’s Your Value Proposition?
Your unique value proposition is how your product stands out from the competition. It’s what makes your product unique.
Your ad copy is an opportunity to speak of your value proposition. You have the opportunity to tell your customers how your product is different from similar products.
You have a chance to write ad copy that doesn’t say the same stuff as other competitors. Focus on your unique value proposition in your ad copy and it will help your customers see unique your product is.
7. Avoid Fancy Words
You may be tempted to use fancy words in your ad copy. Do not use them. Fancy words detract from the focus of your product.
Either people won’t understand what you are trying to say or they will think it’s too fancy for them.
Similar to keeping it concise, you want to keep your ad copy simple. You want to be direct and to the point. Don’t use hyperboles in your ad copy.
Talk about the customer’s pain and the benefits they receive when they purchase your product.
8. Revise and Edit
Every remarkable ad has gone through edits. If you think you’ve knocked it out of the park on your first ad copy, then sleep and get back to it.
Anything can be edited and revised to be better. The goal is to revise and edit to the point where you’ve checked everything off. The ad copy knows your audience, it’s concise and to the point, and you’ve included the 4 U’s.
Revising and editing are a part of the ad copywriting process that takes your work from good to great.
9. Have a Clear Objective
Lastly, have a clear objective. What’s the point of your ad copy?
Make sure your ad copy has a clear call-to-action. You want your customers to take action. You don’t want them to love an ad but not know what to do.
The objective is to get the customer to the selling point. You get them a step closer by making a phone call or getting them to click on your advertisement.
The ultimate goal is to get them to take action. That is what your objective should be in any advertisement.
Practice Makes Perfect Ad Copywriting
Ad copywriting takes practice. You have to consider several factors when you write ad copy that can take your copywriting to the next level.
It may take lots of testing before your advertisements start performing well. The most important thing about ad copywriting is figuring out your audience and what makes their life easier.
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