You do not need to be a copy writer before you can write an effective ad copy and a copy does not have to be very long before it’s effective. In the past, ad copies used to be at least one page of gibberish and unappealing write up. In the world of today, most marketers are finding out that short, but effect ad copies is what consumers really want. Why the shift? Researchers have found that the average human attention span has fallen from 12 seconds in 2000, or around the time the mobile revolution began, to eight seconds. With this in mind and for your ad copy to be effective, it must be short, simple and to the point.[Read: Yet to Register Your Business? Here are 5 Reasons Why You Should]
The 4 Critical Elements of an Effective Ad Copy
There are four critical elements of an effective ad copy. These elements though independent work hand-in-hand before you can expect results. An effect ad copy must:
1. Address the pain point of your prospect: Your ad copy should address the pain point of your prospects and customers alike. Usually, I recommend asking a question. A great example for Onpoint Success brand would be “Are you ready to build a profitable brand?” Onpoint Success’s target audience are entrepreneurs who desire to build a profitable brand but are currently getting little-to-no results. The question, “are you ready to build a profitable brand?” is addressing the pain point.[Read: The Baggage of Social Media and the 3 Things to Avoid Like a Plague]
2. Contain the marketing language of your target audience: This is a very important aspect that is usually overlooked by most business owners when writing an ad copy.
The one key to writing an effective ad copy is to write from the perspective of your ideal customers.
Many business owners do not understand that a business is about what the customer likes and not what the business owner likes. When considering the marketing language, ask yourself, “are there any local languages that will resonate better with your target audience?” If your answer is yes, you may want to consider using that language in your copy.[Read: 5 Attributes of an Exceptional Mentor]
3. Include a solution: Another crucial part of an effective ad copy is to state your solution. How can your business ease the pain your customer is currently experiencing? What are you doing differently than your competitors? How will the customers problem be solved by choosing your brand.
One of my favorite techniques when writing an effective ad copy is to use the power of “three.”
In presenting your solution, highlight three reasons or solutions you are proffering. The idea behind the power of three is that people can easily remember. Anything longer than “three” is a stretch. Your solution can also be a “one-liner” where you highlight why the customer should choose your business over that of your competitors. One thing to note when using a one-liner is the use of descriptive words. Descriptive words paint a picture that makes your customers drawn to your brand without hesitation[Read: Been Dragging Your Feet on Email Marketing? “Relike” App Lets You Turn Your Facebook Posts into Newsletters]
4. Include a call-to-action: A call to action is the action you want your customer to take after coming in contact with your ad and are convinced that your business is the solution to their pain point. Do you want to be reached by phone? By text? By email? By WhatsApp? Whatever method you think will work for your target audience should be included in your copy and make it easy for your customers to reach you. Your customer should not have to stress before they can reach you. Always think and act from the perspective of your customers not from your own perspective.[Read: Dreaming of a Website? With This Tool You Can Build One in 5 Minutes or Less]
If you follow these critical elements, you’ll become a pro in writing effective ad copies in no time.
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