“Ok, improve this ad, you have one shot to make it better”
That’s what my client said, and I knew it could be done – as you would hope since I reached out to them first.
Their main problems were as clear as fresh water running from an Icelandic Ice Cap. We got a 25% improvement in their CTR in the first shot, only working on the copy.
How did I know it could be better?
It came down to the basics, which are the most common problems.
4 basic problems with ad copy:
- Not enough “you’s”
- Not mentioning your target audience
- A lack of customer motivators
- Long-winded or confusing copy
Onto how you can also improve, in more detail.
1. “You” – Talk To Your Customer
Talk to the customer, about the customer; not about yourself or your company.
Why? Because 90% of people’s thoughts centre around themselves and their own problems.
Imagine they did the opposite:
Hypothetically speaking, consumers would notice and consider everything anyone pitches to them and every advertisement they see. Not only that, whilst listening to them, they would also consider every single person they know or know about.
They would go insane.
Humans have to find a way of filtering information presented to them, and relevancy is one way to filter this information.
Look at the ratio of “you’s” to the amount of “me’s” and “our’s” etc.
That’s the simplest way to check if you are doing this correctly.
Switch to thinking about what they want, and you will naturally start writing more this way.
2. Mention Who You’re Targeting
Mention your current target audience, then they will react “oh they really are talking to me”.
It needs to be crystal clear that you are talking to them. Call them what they would call themselves to make sure they associate with your copy.
The first thing you should do in all marketing is grabbing their attention. Mentioning who you are targeting at the start of your copy does this perfectly.
“Are you an aspiring entrepreneur?”
Or you could simply mention their residence:
“Calling all Londoners.”
3. Customer Motivators
Business is defined roughly as:
“Money exchanged for services or products that solve customer’s problems.”
When you clearly know what your customers want, you know what they will buy.
You need to get into your customer’s head and understand their wants, needs, pains and motivators.
How can you find out your customer’s motivators?
Either ask your customers, speak to your sales team that have dealt with a lot of customers, or do online research. You want to find their pains and fears, their wants and ambitions.
Make note of what your customers say when buying or not buying, they will tell you why they do or don’t like something.
Then write all the information you have into a document for easy access.
Ok, so let’s say you’ve done that. You now know your customer’s 5 main motivators. Surely, they must respond to one of their motivators more than the others, right?
What your customers want most is what they will spend the most on.
And how do you figure out what they respond to most?
By split testing.
Do they desperately want financial freedom, or are they more fearful about going bankrupt?
Split test those in your ad copy.
Bonus points if you can backwards engineer your product, lead magnet and webinars based on these motivators, and not just the copy.
4. Concise Ad Copy
Simply, “make things simple to understand, and say all the important stuff.”
Forget a lot of the things you learned in formal education, most don’t apply in marketing.
Use as little words as necessary to make a good point.
Use shorter words if you can, simpler and better-known words are best.
Avoid scientific, technical or foreign words where ever possible.
A child should be able to read your ad copy. Don’t make your reader strain or think too hard, or they might stop reading.
My favourite tool for this is http://www.hemingwayapp.com/.
In all my writing, I aim to keep the readability score below 8, and below 6 in any ad copy.
It all boils down to:
Write about what interests your customers, themselves and their problems. Make your copy easy to read so they don’t stop.
I hope that gave you some insights.
Are you still seeking specific advice on your Facebook adverts? or how you could improve your online advertising strategy?
If so, this consultation that could do just that for you.