Writing advertising copy can be very frustrating for a copywriter. Often times they’ll spend ages crafting a piece only to decide, once it’s completed, that it isn’t compelling enough to entice the prospect to take the desired action, e.g., buying a product or service, giving their email address in exchange for a free gift, registering for a webinar, etc.
When this happens many copywriters then tend to go back in and overhype their ad message so that it just becomes too salesy and definitely turns prospects off.
So how do you make sure this doesn’t happen to you? How do you write advertising copy that doesn’t come across as salesy yet, at the same time, the prospect feels compelled to take the action your desire of them?
Here are 3 simple tips for crafting advertising copy that sells…
#1 Know Your Customer and Product Inside Out
Writing compelling ad copy can be challenging enough without the added complication that not fully understanding your prospect nor the product you’re writing about can bring.
What’s your target market? What’s your typical prospect’s avatar? What’s their most pressing problem? Their aspirations? Their dreams? What is it about your product that can address these?
So it’s important to really understand your product (or service) benefits, not just it’s features. Remember that the prospect is always asking “what’s in it for me?”
For example, you may be writing ad copy to sell luxury retirement homes in the South of France. Let’s suppose a typical house has 3 large bedrooms, an open plan kitchen / dining room, large lounge, a swimming pool, double garage, lovely gardens, and so on.
These are great “features” but so what? Many homes have them. What makes yours so different? More compelling?
So you don’t sell features, you sell benefits, in this case “dreams.” Instead of selling houses you’re actually making people’s dreams come true.
For example, these people (your target market) have worked hard all their lives with a dream of one day retiring abroad to sun, sand, sea, and mild winters. And somewhere where their kids and grand kids can come on holiday to share in that dream too. So sell the dream. Get the idea?
#2 Make Your Ad Stand Out From the Crowd
Whatever you’re selling there’s bound to be stiff competition from others selling to the same target market as you, so you must make your ad stand out among the plethora of other ads, but without being dishonest and too salesy. This is why your headline is so important.
Let’s look at an example…
Suppose you’re writing ad copy for those homes in the South of France. Your headline might say something like this; “Luxury Homes in the South of France.”
Now there’s nothing wrong with that headline, it tells it like it is, but I’m sure you’ll agree that it’s pretty unappealing and, frankly, boring. It’s certainly not going to stand out in the crowded marketplace and compel online searchers to read your ad.
Instead, what about if you wrote something like this; “Your Own Luxury Home in the South of France for Under $100,000.”
Which one’s more likely to catch their attention? I’d say the second one. Wouldn’t you?
#3 Your Ad Copy Must Have An Effective Call to Action
When writing ad copy the prime objective is to get the reader to respond in the way you want them to; for example, buy the product or service, sign up for the newsletter, sign up for the free gift, register for the webinar, and so on.
This is a crucial last step that a great deal of ad copy fails to deliver on. The copywriter has done a great job promoting the product/service but then the “hook” at the end (that’s going to convert the prospect to an actual customer) is either not there or has been poorly crafted.
So, instead of leaving the prospect hanging in the air at the end of the ad copy, “tell” them explicitly what you want them to do and give them a compelling reason to do it. Never assume that they will work it out for themselves or will be enthused enough to do it.
For example, instead of just having a button or link that says “click here” think about something much more compelling along the lines of “Click Here to Discover How You Can be in Your Dream Home For Under $100,000.” You can do much better than this. This is just to give you a quick example.
So, in order to write good ad copy that sells, you need to really know your customer and product, have a headline that stands out from the crowd, and an irresistible call to action. But, remember, you have to do this truthfully and honestly and not overhype.