- AD COPY
Ad Copy Tips That’ll Help You Sell
Whether you’re on Facebook or reading an article on your favorite news website, ads are everywhere. If you’re anything like the average consumer, you’re most likely inclined to exit out of a pop-up advertisement as quickly as possible.
In order to maintain an audience’s attention, you need to create persuasive ad copy. This encourages them to click through and learn more about your brand. Here’s how.
Use Keywords Wisely
Just like with your on-page SEO, your ad copy also needs to be centered on a specific keyword or phrase. This term should appear as close to the beginning of your ad as possible. Ideally, it should be in the first line or header.
Your keyword phrase will then be highlighted in bold font on the search results page, which helps catch the eye of users as they scan their options. By using your specific keyword right away, you’ll also confirm to the search engine that your ad is relevant to the user’s query.
Play Up Its Benefits
You have limited space when it comes to ad copy – make it count. Make sure to make the benefits of your offer, as well as stand-out features, as clear as possible. You want to let the viewer know as quickly as possible what the value of your product or service is.
Not sure of what to highlight? Take a look at the ads of your competitors and note what benefits they highlight and if there are any that they missed. Play up what sets you apart and makes your company the better option.
Focus On Visuals
Did you know that native ads containing images, video, and other types of imagery drive up to 60% more conversions than those that feature just text? Rich media is more engaging for the viewer and grabs their attention – very important for standing out from a sea of competitors. This is particularly important for platforms like Facebook that have ever-changing news feeds and algorithms.
Your image and ad copy should work together to sell your product and tell a story. Avoid grabbing stock images and form a relationship with a talented graphic designer and/or photographer to create your own unique visuals.
While it’s important to play up the benefits of your product or service, your copy needs to be less about you and more about your audience. Try to evoke emotion with your ad copy, for example, calling out a problem you know they’re facing and how your offer can help them solve it.
Get a sense of who your audience is and what they need in order to create a personalized experience. Use words like “you” when speaking to your audience, and tell stories that put them at the center of your messaging. Segment your audience and tailor your messaging to suit different demographics. Make it clear to your audience that you understand their needs and want to help.
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The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.