You have started your business, and now the next area you need to focus on is your marketing. Words are just as important as the graphics, images, and videos you use for your business marketing. When creating marketing campaigns, keywords captivate your target audience’s attention. The copy must match the platforms you are using. If you are writing for social media, you can be more conversational in your writing because it’s a platform for engagement.
1. Tell A Story
What story do you want people to tell when they talk about your brand or company. Your story can be anything that you want it to be. You can use your customers’ testimonial stories, or you can use your own personal story about how you couldn’t find a product on the market, so you decided to come up with your own.
With the rise of social media, personal stories about your business can draw people into engaging and even purchasing or booking with your business. Big retailers like Wal-Mart and Target have noticed that personal stories are great for marketing. Because of that, you’ll see corporations include more real people telling their stories about why they shop at that particular store or about an item that they found at their store.
2. Sell Benefits, Not Features
The #1 question that consumers ask when they are thinking about inquiring about your business is what is in it for me. What will I get out of using this product or service? Benefits resonate more with consumers than features.
For example, if you want a new MacBook Pro, listing features like a 13.3″ Retina display, 8-core CPU, and 2TB Maximum configurable storage may not sound like benefits for the average consumer.
Communicating your product’s benefits can appeal to customers—a MacBook with an anti-reflective coating on the screen, easy integration with other Apple devices, and apps like iMovie and Facetime sound more appealing to customers. Anti-reflective coating screen can reduce the amount of visible dust so customers can enjoy their computer screen view. This example demonstrates how you can discuss a benefit to customers.
3. Use Numbers
Numbers are an excellent way to be direct about a promotion or to explain how big something is. Sometimes it’s not enough to say that you have a big sale. Instead, you can say you have a 50% discount sale on a category of items that you have available.
If you want to inform your customers that you have a few items left, say the exact numbers. You can say something like Shop Now, Only 3 Items Left. This type of copy can create a sense of urgency.
4. Solve A Problem
You can position your product or service as a solution for your customer. If your service saves time, then you should include that in the copy on your website, social media, and any other marketing materials.
Also, when customers talk about your product or service being a solution, don’t hesitate to highlight those reviews. New customers are more likely to book or make a purchase based on the reviews that they have read. A good review can help you attract new customers to your business.
5. Address Any Concerns
Address your audience’s concerns through a FAQ (Frequently Asked Questions) on your website. Or through a video guide that visually shows the steps to be taken before they come to you for service.
Most customers are nervous when purchasing with your business for the first time. If you can make them feel comfortable about booking or purchasing with your business, they can feel empowered to take that step.
Use words that are warm, friendly, and informative so that you can get your customers through that hurdle.
6. Have A Call-To-Action
Now that you have given your customers all the information they need to make a decision. It is time to get them to take action. Consider your business or marketing goal when coming up with a call to action.
Do you want to drive more people to your website? Or, are you looking to get your customers to purchase a particular product or service?
7. Appeal To Your Target Audience Emotions
Appealing to your target audience’s emotions is one way that you can grab their attention. You can show them what happens when they don’t choose your product or service. Also, you can show them why they should be confident in choosing your business over anyone else.
8. Look At Your Competitors’ Copy
You and your competitors are in the same market share. Therefore, you are both trying to appeal to the same target audience. You can look at their copy to see how your target audience responds and get ideas for your ads.
Looking at your competitors’ ads can also help you see what is a void in the marketplace and help you decide how to fill that need for your customers. If you are selling furniture but notice that alot of furniture is not offering durable options, then you can fill that void for customers looking for furniture that will last for a while.
9. Use An Active Voice
Using an active voice in your copy can give it clarity. You don’t want to confuse your customers by using a passive voice. An active voice delivers a straightforward message to your target audience and potential customers.
10. Don’t Be Afraid To Test Your Copy.
Test your copy to see what works best for your audience. A/B Testing is a great way to test your ad copy. You can send one copy to a group and another to the second group. This method can help you see how your audience responds to a specific message. A/B testing is suitable for social media ads, newsletters, and other marketing materials.
There is no one way to write your digital ad copy. It all depends on how you want to represent your company and how you want your target audience to respond to your marketing. One of the most common mistakes business owners make when writing their copy is that they only write copy they like. You have to think about what your target audience likes. Sometimes your target audience may not want to see what you like.
If you need assistance with your digital marketing for your business, call iDig Digital at 877-294-4807. We will set up a free consultation on your initial call so that we can help you get your business on the right track.