How to write effective copy.
Creating compelling and effective ad copy can be pivotal in running a successful paid digital campaign. Once your objectives are set and your audience is in place, the copy can be the tipping point between a customer's and a click. Here are our top tips on creating copy that will resonate with your target audience and drive that all-important click.
1. Know your audience
It is important to know who you are talking to, not just their age and gender, but who they are, their interests, their want and their needs. What pain points do they have? What point in the day are they reading this and on what platform? What messaging is likely to resonate with them? Knowing these things will influence what key messaging to push as well as the best way to say it.
2. Know your brand
The ads are there for people to get to know your brand, so make sure you introduce yourselves as you mean to go on. Keeping tone of voice consistent across all media can build trust and brand recognition. You can craft a personality that will connect with your audience as well as stand out from the noise and be memorable.
3. Grab attention with a headline
The biggest hurdle when it comes to stopping people from scrolling past your ad is getting their attention in the first place. Headlines should be clear and concise and indicate clearly what the ads key messaging will be. Small optimisations such as capitalising each word can make the headlines more legible and easier to read quickly as someone scrolls through their phone.
4. Highlight your USPs
Keep it relevant to your audiences and highlight USPs that will resonate with them and provide potential solutions to their pain points. You may have multiple USPs that can be tailored to the different buyer personas within your audiences.
5. Use strong Call To Actions
The CTA can be the final push to drive a customer to take action. It can be what takes your ad from an awareness piece to a persuasion piece, telling your audience exactly what action you want them to take next. Whether it's ‘buy now’, ‘find out more’ or ‘speak to a member of our team’ a clear and concise CTA should drive a customer to their next steps.
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