How to Write Copy that Sells?
The Steps Formula for Writing Copy That Sells
Let’s be clear about one thing: It is not a copy if it is not being sold. Any word or phrase you use to address your audience is a form of information you sell to them for a price, be it their trust, time, effort, attention, clicks, or even money.
This implies that your copy's primary goal should be to sell, including that on your homepage, social media postings, blogs, landing pages, product descriptions, and mission statement.
Ad copy is the often overlooked piece of advertising that can make or break a marketing campaign. Businesses invest a lot of time and money into creating advertisements but don’t always put as much effort into the creative copy. While images and videos are essential to catch customers’ attention in an increasingly visual world, compelling ad copy can entice viewers to take action on your product. Creating memorable and effective ads isn’t easy, but you can write copy that sells with the proper techniques. Advertising is essential to any company’s marketing plan because it allows your brand to reach potential customers directly rather than relying on word of mouth or other indirect means of reaching consumers. However, not all ad campaigns are successful. Many businesses find that their advertisements aren’t bringing in new customers as expected. This is because many companies overlook the importance of ad copy as an essential element for launching successful advertising campaigns.
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What is great ad copy, and why does it matter?
Ad copy, also known as sales copy, is the part of your advertisement that communicates the message you want to convey to potential customers. Many businesses focus on creating the perfect image and video, but they forget that customers don’t always see the ad because they don’t have it in front of them. For example, let’s say you’re in business selling dog treats. If your dog treats are featured in an image, potential customers may be tempted to click on the ad and further explore your product. However, if you add a short and straightforward message (such as “Our dog treats are made with all-natural ingredients and are safe for your pet!”), then you can increase your click-through rate. While it’s important to have quality images and video, without good ad copy, your ad may end up ignored by viewers.
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How to write effective ad copy?
If you want your ad copy to be effective, then you’ll need to be sure that it’s written to resonate with your target audience. While some businesses will be able to write an ad using their general customer base as a guide, others may need to do some additional research to write an effective ad. Here are a few tips to help you write effective ad copy to drive sales. — Know your audience — One of the best ways to create compelling ad copy is to understand who you’re trying to reach. Make a list of all the potential customers you want to attract with your ad, and make a note of their age group, gender, income bracket, interests, and other demographics that will help you better understand your potential customer base. — Know the competition — Before you get started, you should research the ad copy from your competitors. How do they describe their product? What words do they use? What tone do they use to talk to their customers? — Write a draft — Once you understand your audience and have a basic idea of how you’ll describe your product, it’s time to start writing your draft ad copy. — Review your ad — Read it aloud and reread it while picturing a customer in your head. Does it sound natural and like something a real person would say? If not, you may need to return to the drawing board. — Get feedback — While your ad may sound OK, you may not be the intended audience. It’s essential to get feedback not just from colleagues but also from people outside of your business. After all, their opinions matter most.
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Make it easy to read.
Impressive copy is not sales copy. It’s simple. Even for a brief moment, your reader shouldn’t have to pause reading to understand what you’re saying. Your ability to hold readers’ attention and make them know your key ideas will increase as your text flows.
Read their minds
Consider the presumptions, expectations, trepidations, or anxieties expressed by your buyer personas.
I’m not an online business so I don’t really need a website.
What the heck does amortize even mean?
If I hear [buzzword, cliche, etc.] one more time…
Native ads are like display ads, right?
Use the power of emotion.
Although not all sales copy is factual, real copy sells. The power of emotions is equal. And you can outperform the fear-based advertisement above. Whatever your offering, it all boils down to customers’ wants and needs, which are based on various emotions.
Because they want to feel:
- Confident that they’re using the right strategies.
- Excited about getting new customers.
- Proud of what they’ve built.
And they don’t want to feel:
- Overwhelmed by the number of strategies out there.
- Worried about missing opportunities.
- Defeated by competitors.
Know your audience
Knowing your audience is the foundation for any other part of copywriting. If you don’t know who you’re talking to, you won’t be able to craft an ad that resonates with your potential customers. The best way to start is to conduct research to find out more about your target audience. You can begin with demographic information (such as age, gender, income level, etc.), but you should also take the time to learn about your potential customers’ interests and their day-to-day lives. For example, if you own a bakery, you’ll want to know that customers purchase your products because they’re looking for something sweet to eat at the end of a long day. If you know that, you can craft your ad copy to drive home the idea that your bakery is the perfect way to end the day.
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Make it about them
Every sentence in the above example begins with “we,” as you can see. But the copy should be about your consumers roughly 90% of the time. That was just an exercise to help you come up with intriguing themes.
With our Builder — a Google Chrome Extension — you can create flows and track new events with a few clicks. Open the Buidler on top of your product, create something beautiful, and wow your users!
Know the competition
Once you know your potential customers, you’ll want to know who else is trying to sell to them. What are their ads like? What are they saying? What words are they using? You may discover that the competition uses words and phrases you’d instead not use in your ads. That’s okay! The key isn’t to copy what the competition is doing. It’s to find a way to stand out from the crowd. If you’re trying to sell dog treats, then you’ll want to find a way to convey that your brand is the best choice for customers. One way to do that is by using words that aren’t commonly associated with dog treats. If most of the ads for dog treats use words such as “healthy” and “nutritious,” then you can stand out from the crowd by choosing different words.
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Write a draft
Now that you know your audience and the competition writing a draft copy for your ad is time. Don’t worry about writing the perfect ad right now. You don’t have a Ph.D. in copywriting to write effective ad copy. All you need is a general idea of what you want to say, a rough draft of the words you plan to use, and a good grasp of your audience. If you’re trying to sell dog treats, the best way to start is to develop a basic introduction. Let your potential customers know what you’re offering and why you think they’d be interested. Use words your customers understand and make them want to click through to your website.
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Review your ad
Now that you’ve written a draft copy for your ad take a step back and read it out loud. You don’t have to worry about reading it to anyone else. Just read it to yourself. As you read, pretend that you’re a customer interested in what you’re selling. Would you click on your ad? If not, you may need to go back to the drawing board and make some edits. As you’re reading your ad, pay attention to how it sounds. Does it sound natural? Or does it sound like it was written by a robot? If it sounds robotic, then you’ll want to make changes.
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Get feedback
After you’ve written your ad copy, you’ll want to get feedback from others. Find someone who isn’t directly involved with your business and ask them to read your ad. Their feedback will be invaluable because they aren’t as closely tied to your brand. After they’ve read your ad, ask them a few questions such as “Would you click on this ad?”, “Why or why not?” and “What would make this ad better?” Their feedback will help you identify any parts of your ad that need work.
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Don’t be afraid to be bold and go with your gut.
One of the most important elements of great advertising copy is being bold. You don’t want to play it safe with your ad copy. Instead, you want to be sure that potential customers see your ad and are immediately drawn to it. This is where your gut comes in. If you want your ad to stand out, you’ll want to go with your gut and write an ad that isn’t safe and isn’t afraid to be bold. This doesn’t mean you should write whatever comes to mind and hope it works. It means you should take time to craft the perfect ad and ensure it isn’t afraid to stand out from the competition. When you go with your gut, you’ll know that your ad copy is perfect.
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Final tip: be careful with assumptions
Okay, so it goes without saying that we should avoid aggressively patronizing or undermining our prospects. But phrases like “we all know” and “obvious” can be subtly damaging if misused.
It’s a cultural standard not to demean or patronize. Therefore, this word choice helps to respect your readers' intelligence. The identical words can have the opposite effect in the scenario below.
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