Write Ad Copy That Sells Like WILDFIRE
The world of online advertising is very competitive, and writing ad copy that sells can be quite challenging. Generic ads are seldom effective and to successfully sell your product, your ad needs to stand out from the crowd of ads for your competitors. It may seem like you need a professional copy writer to create ad copy for you, the following simple steps will guide you on how to write ad copy that sells like Wildfire.
The Key Elements of Ad Copy That Sells and Converts
- Who is your customer? Sounds like a dumb question, but many Entrepreneurs cannot tell you in one sentence who their typical customer is. You have to know everything about your customer so you can speak in their language. You wouldn’t speak to a car dealer the same way you speak to a Massage therapist. You want to sound genuine and authentic. The best way to do this is to know your customer. Use surveys and competitions to get this information.
- Find the Ouch Point. Every customer has an ouch point; the obstacle or challenge that is preventing them from getting that goal. It could be monetary, dietary, emotional etc. Once you find the ouch point, provide a solution and make that a theme running through your copy. For example, a Customer says I can’t lose weight. You say “You will lose weight on my specially designed nutrition plan”.
- Be clear about what you want people to do. This could be to join a list, to click through to a particular page or to buy a product. However, not all ads are designed to sell a product and some ads are very vague and never clearly state their purpose. The last thing you want is to have mixed messages that confuse the reader. Remember that a confused mind is very likely to say no, so keep it simple and clear. A good rule of thumb is to have one call to action. You will be pleasantly surprised as to how effective this can be. After you decide the purpose of your ad you will be able write an ad that compels readers to take your desired course of action.
- Write a Killer Headline. This is the most important part of your copy. You need to grab the readers’ attention before they click away. Be bold and call out your customer by name. Make sure they know you are speaking to them. Now is not the time to be vague or abstract. Top copywriters often write hundreds of versions of a headline until they get the right one.
- Tell your Story. People buy from people they know, like and trust. You’ve heard this before, because it is so true. Let your personality and character shine through. If you have an interesting story about how you got to where you are, TELL IT. Customers want to know that you are real, flesh and blood with imperfections just like them. It breaks down barriers which drives sales.
- Break it up. Don’t write pages and pages of long boring text, no one wants to read that. Everyone is pushed for time now and very impatient. Make your copy Scan-able, which means using lots of bulleting, bolding and highlighting. Hold your readers attention by making your copy attractive and not seem like too much work to read.
- Write in Plain English. Don’t use technical jargons unless you are sure the reader will understand it in a particular narrow niche. Keep your sentences short and write the way you speak, it’s more casual and friendly. Don’t worry no one is going to give you a bad grade!
- Do the So What test. Read your copy and if any part of it makes the reader say “so what’s in it for me?” scrap it and start again. The letter should be about the reader and how they are going to benefit from your services. If you’re still not sure, check that you have more ‘You’ than ‘I’ in the copy.
- Testimonials. What others say about you is 10 times more believable and compelling than what you say about yourself. Start collecting testimonials from happy customers and use them, preferably with full name and picture. Make sure the testimonials address any objections a reader may have such as price, lack of time etc.
- Call to Action. Tell the reader what you want them to do. Sign up, buy and register. Give them an incentive or a deadline to create a sense of urgency and value. People read words, not minds. Make it VERY EASY for your reader to give you their information.
Why is Ad Copy that Sells so Important?
Ad copy that sells and converts is a critical way to attract potential buyers to your business. Regardless of what you’re selling, when you use these strategies to write ads for your products and services, you can stand out among the sea of competitors. Web visitors have become “blind” to the usual ad copy. Your copy must stand out if you’re advertising budget is going to be effective.
Practice and test your ads performance. Tweak your ad copy, graphics, colors and more. Hone your skills and enjoy it. Learning how to write ad copy that sells is a priceless talent that you CAN learn!