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Crafting Good Ad Copy

By mktpractice on February 20, 2017

If you don’t want to just throw away your money, then you have to learn how to craft good ad copy that produces results.
Everyone knows that, right? But what they don’t tell you is that you have to write a lot of copy to get good copy. And you need to always be testing.
A successful ad produces the right message to the right people at the right time.

There are some simple things that aren’t easy to do. But they will ensure you get a better ad.

Write a Clear and Concise Message

  • What is your ad about
  • Who is it talking to
  • What does the ad want these people to do?

If your purpose is just brand awareness, you want it to be clear who you are and what you offer but no action is necessary on the target audience.
However, if you want them to like your page or sign up for your newsletter, you need to be clear in your copy.

Create a Strong Call to Action

Make sure you have a simple next step for them to follow. Keep the copy simple and consistent with the action.

  1. Click Here.
  2. Call This Number
  3. Sign Up Here (this one I tend to avoid. Very few people like to think they’re signing up for something)
  4. Like This Page
  5. Watch This Video
  6. Get This Free Book

Bounce the Copy Off Someone

Find a trusted person and have them review your copy. You may be missing something. Feel free to use the Facebook Page for this site. Or if you’re in my Mastermind, we can review it there.

Watch The Language

I was talking to a friend in support the other day. She was saying they’re trying to set up “easy to search” support documents for customers. The problem is the customers are using different terms then they would use.

The lesson to be learned? Use the language of your client.

Use forums or question sites to see how people describe something. For example, if you have a high priced item, you may assume that people like it for the snob factor. But what if they like that high priced item because of its safety? You’ll get more conversions if you tell people how safe they’ll be using your product instead of telling them they’ll be the envy of all their friends. (Ok, I confess, I was thinking about my Audi A6. I get teased that I like expensive cars. I do. But after being in a few accidents, the Audi keeps me feeling safer.)

Benefits Not Specifications

A huge and common mistake is to discuss the specifications instead of the benefits. If the person reading the ad goes “So what?” then you missed an opportunity.

You’re going to help this person with a problem. Let’s pretend you’re a small caterer and trying to figure out what stand mixer you should get. In your sales page, if you just said that they have a 59-point planetary mixing motion, the caterer would move on.

But if you said it would allow them to mix larger batches more thoroughly and faster than regular stand mixers, you’d get their attention. Then point out it would allow them to produce their food faster, well, that’s the pain that needs fixing.

Your goal is to have the person reading your copy go “YES! You understand me.”  You want them feeling like you’re talking directly to them. That builds know/like/trust factor, and they’re more inclined to buy.

What do you think?

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