To say that the Internet is a sprawling, massive space would be an understatement. The Internet is like a universe unto itself, with clusters of websites like galaxies and emails popping in and out of inboxes like passing asteroids. As beautiful and complex as it can be, it can also be incredibly difficult to stand out. Your business’ brand isn’t enough to carry an advertisement by itself. Even if you have a history of excellent products and service, your ad copy needs to shine among the chaos.
Not sure where to start?
Your target market likely isn’t your close friend, but if you’re at a loss about where to begin, start it out like a conversation with someone that you know. Remember that last time you tried to convince your friend that they just had to read that wonderful book? Or go see that new movie? Or attend a new yoga class? You likely used emotional appeals, pointing out the plot (but leaving out the twist!) in the book or the health benefits of downward facing dog. Your language was personal, addressing them head on. The ultimate goal? To persuade them.
Ads have the same goal. Successful ads persuade customers, perhaps to buy a product or sign up for a service.
KISS is a cliché, but use it anyway.
Simple, simple, simple. Are all those descriptive words necessary? Ad copy should be clean and easy to read and, at its most basic: simple. That also means keeping long words that take up space (both physical and mental) out of the equation.
Don't leave it hanging.
The customer knows about your product now, great! Now what are they supposed to do with that information? The call to action, the part of the ad copy that urges customers to act and act quick, is essential. Without a call to action the ad copy is rendered ineffective and unable to reach that ultimate goal of persuading customers to do something. Remember, ads aren’t like dating someone; there is no thrill in the wait.
Ad copy works in conjunction with a number of other things, including pictures, freebies (valuable information or those fun extras customers can download), and the right targeting. For many, the copy is the most difficult part to perfect. For small business owners and creative entrepreneurs who are struggling to get it just right, bringing in outside help can be the best option.
Caitlin Lane is the owner and operator of CoffeeMarks Copy. She is also a published author and spends her time writing about her life and the writing process at her personal blog, All About Growing Up and Becoming a Famous Author.