Advertisements are probably the first point of contact you have with your customer, at the same time as your competition is competing with you for their valuable attention!
It’s a way to win the hearts of potential customers and you have little time to do it! The faster you convert that interest into customers, the faster you will gain market share and leave your competitors behind!
According to Nielsen research, even 2 seconds of attention can increase awareness and significantly influence purchase intent!
So what does it take to achieve this?
An interesting advertisement, personalized for your audience, able to achieve the coveted scroll-stop in less than 2.5 seconds!
Apart from an eye-catching image that is probably needed in some types of advertisements, the text or ad COPY also plays an important role!
Yes, it’s those few characters you have at your disposal to say EVERYTHING, with the ultimate goal of conversion, whether that’s a sale, download, data collection or Facebook like.
Easy? Not at all! But there are some Copywriting tips-secrets to attract your audience and get the click and we’ve listed them and share them with you here!
Secret #1: Curiosity
“Nice” ads intrigue users and pique their curiosity. Think about it, it doesn’t matter how good your offer is if you don’t grab attention first and that’s where most ads fail miserably!
The biggest mistake in ad texts is that they contain “too much information”. So users don’t have to wait for something by clicking on it, because they have already got the information they need, their curiosity is satisfied and no questions remain in their minds!
Choose texts that create interest! Tell a story.
They are sure to remember your story and forget your good prices!
So what makes an advertisement successful is not the information included in it but what you strategically leave out that will pique curiosity!
Secret #2: Public
While curiosity is essential in ad copywriting, you don’t want to cause any confusion in the user’s mind!
An advertisement must make it clear who it is aimed at.
Remember! If you try to appeal to everyone, no one will listen to you!
It is important that once the user sees the ad, they say “This is for me…” at first glance! And it’s a success to be able to identify your brand without even stopping to scroll!
Study the behaviour, interests and demographics of your prospective customers and tailor your ad copy to this audience.
Secret #3: Call To Action
Your ad should have a clear Call to Action for the user!
Whether that is to like, click on a link, subscribe or purchase.
Think about your goal when creating your CTA. What do you want to achieve through this campaign, sales, traffic, new leads? Tailor your copy to that!
Say clearly and simply what it is you are asking them to do!
The most effective CTAs are those that use direct short messages such as, “Click here” or “Learn more”.
Secret #4: Trust
Online shoppers are becoming increasingly wary of the thousands of advertisements they are bombarded with every day.
Make sure the text of your advertisement is relevant to the offer and to your brand.
If the offer does not meet the prospective customers’ expectations based on what you said in the ad they just saw, they will feel insecure and you will probably lose forever the opportunity to bring that user one step closer to you!
It’s also important to create a distinct brand voice for your business and make sure it follows you across all communication channels with prospects and non-customers – from advertising to support.
Speak like the company your client thinks you are!
Secret #5: Target
Nobody clicks on an ad just because it’s nice!
They click because they want to satisfy a need or solve a problem.
So one of the most effective copywriting strategies is to include the user’s goal in the text of your ad.
What does the user want to achieve, what need is it that he wants to satisfy through your product or service and it directly addresses this desire!
Ask yourself:
- What questions my clients ask
- What is the pain point that my product/service solves?
- How my product/service improves their lives
The most important ingredient for a successful advertisement is to focus on creating content that adds value to your audience and let them decide if they want to follow you to the next step!
