Copywriting: Write ad copy that attract cusomers and drive sales
If you’re into marketing line of work, then you must have heard at least on of theses words: “Copywriting“, “Copywriter“, or “Ad Copy“.
- So, What is copywriting?
- Is copywriting still in demand?
- Is copywriting a high income skill?
- Should I follow a generic template for all my copywriting?
- How can you learn copywriting skills? And how to master it?
- How to write an ad copy that drive sales?
- 1- Sell benefits not features
- 2- Write in your customer’s language, make it relevant
- 3- Write as you speak, use active voice, and keep it personal
- 4- Maintain the brand voice and tone
- 5- Set a single goal aligned with a clear Call To Action “CTA”
- 6- Keep It short, and directly to the value
- 7- Put the price in the copy
- 8- Review, read it out loud, and re-edit before publishing
- 9- Test the performance of different copies for the same ad
- 10- Analyze the results after publishing and readjust accordingly
So, What is copywriting?
It’s the art of writing a copy for ads, email, design text, cta, etc.
In general, it’s the copy used on a webpage or any promotional materials to sell your product or service.
Is copywriting still in demand?
In a nutshell, Definitely Yes.
The copy/text on your ads, website, or any promotional material, is like the engine of your marketing material to achieve your marketing plan.
So definitely, companies invest a lot of its marketing budget in copywriting.
Is copywriting a high income skill?
Yes. It’s one of the highest paying jobs once you master it.
Since it’s playing a crucial role in marketing and driving sales, your role as a copywriter is one of the most important team members.
Should I follow a generic template for all my copywriting?
No, never do that.
For a product or a service you’re selling and each segment you’re targeting, you’re writing a copy from scratch, carefully crafted and tailored for that specific ads or post for a specific target audience.
How can you learn copywriting skills? And how to master it?
Learning copywriting is easy, mastering it takes a bit more work and experience thought.
To learn to create a copy that sells, you need to follow these tips:
1- Understand and study your product / service inside out
Before offering it for sales, you need to understand what you’re selling first.
Find the selling features of your product.
Focusing on those features is how to attract the attention of the targeted audience.
Maybe the best way to understand your product is by describing it first.
If you reach the point where it’s easy for you to describe it well in a few words, then you have the basic understanding of what it is.
Find the features that make your product stand out from the competition.
That’s what you’re gonna need to focus on in your selling copy.
Research the pain your product helps alleviate for the customer.
Also study each feature of your product closely and understand the benefits of each feature for the customer.
That’s what you need to mention in your copywrite as it’s all about the customer not your company.
2- Understand the customers you’re targeting
The target audience of your product or service should be your main focus after that.
Each different target audience needs a different way delivering a message, and the message itself too.
For example, if you’re selling a product for teenagers, then you need to know the current trends for them, especially on social media.
And write your copy in a way that attracts them.
That would be definitely different from a copy written for a product to be sold to company executives.
The reason for that is the fact that each buyer persona has different pains, needs, lifestyle, and taste.
Analyzing your competitors will give you a good idea about your potential customers, so conducting a competition analysis before writing is a must.
So by understanding your customers, you now understand why should your product matter to them, and how could it benefit them.
So ideally a customer research can help you figure that out.
Now that you have a clear understanding of your product or service, and also a clear understanding of your target customers, let start writing.
How to write an ad copy that drive sales?
1- Sell benefits not features
While writing a copy for your product or service, you’re actually talking a message to the client through the copy.
Customers would be only interested in the benefits they would get from a product or service, not the features being shown to them.
Put yourself in the customer’s shoes, if you’re paying for a product to buy, then that product must be a good solution for a problem you’re facing.
2- Write in your customer’s language, make it relevant
So you must write in your customer’s language and lifestyle.
And you need to also make it relevant.
I mean think about it you are talking to a teenager then there must be some type of trends they are following.
If you also know that trend, then you can find a way to talk your message to them in a relevant way to the current trend.
Also if you’re selling a product then you should know all its technical aspects well.
However, you can’t talk in that technical way to your customer, because they might only understand the benefits from it, but not necessarily understand how it works.
For instance, if you’re selling a car and you’re writing an ad copy for it, think about those 2 different ad copies:
Ad Copy 1: this car works on 3.0 L aspirated engine and CVT gearbox.
Ad copy 2: this car is fuel efficient, comfy, and satisfies your need for speed.
Definitely the second ad copy would work for any typical car driver, unless you’re selling to customers that hold engineering degree in mechanics.
So talking in your customer’s language doesn’t mean the actual language like English or French, I meant they way they talk, their lifestyle, their communication
3- Write as you speak, use active voice, and keep it personal
Don’t write your ad copy in a different way than the way you speak.
You can simply be yourself while maintaining the brand voice of your company.
You also should talk directly to your customer, always use “I” and “You”.
Keep your writing like if you were actually talking to the person, so when they read it, they feel how personalized message it is.
4- Maintain the brand voice and tone
For each company/brand, all the provided content on social media, website, or any marketing material, should maintain the same brand voice.
That includes your customer service and any one in your company that will interact directly to the client.
On all your marketing channels, you should be communicating with your client using the exact same tone of your brand.
You can’t change your brand tone suddenly, so make sure it’s carefully chosen from the beginning.
5- Set a single goal aligned with a clear Call To Action “CTA”
For an ad or post you publish, it must have a clear goal, even before writing it.
It’s not always a conversion / sales goal.
Your social media post or website blog can have different goals than just driving sales, it can be increasing brand awareness, developing customer engagement, or just providing valuable information.
So every ad copy should have a clear goal behind its message and should speak it out loud clearly.
A clear call to action is a must!
Especially for ads, like Facebook ads for instance, your ad copy and the CTA button should drive your customer to your targeted goal of the post.
For instance, if you’re writing a post to drive sales to your online store, then you must use a “buy now” CTA button with your post.
It definitely will be different CTA for each goal and each post according to the reason why that post was published.
6- Keep It short, and directly to the value
Keep your writing short and to the point.
You can write your ad copy in a formula of:
What’s being offered to the customer??
How will it benefit the customer
What should they do next?
Answer this in your copy and you will have a short to the point ad that drives sales.
7- Put the price in the copy
Put the price in your copy, it’s no secret.
You might have seen a lot of sales posts on social media and especially Facebook, that never includes the price in the post.
Even when someone ask in a comment, the page moderator answer with the famous word “inbox”.
Page admins and Facebook advertisers do that to increase the engagement on the page and get better reach.
Or to lower the cost per message in ads by getting more messages inquiring about the price or more details.
That’s totally wrong!
It will piss off your client, and make your brand sound so unclear and not trustworthy.
You should always write down the price in your copy along with all the needed information.
And if you’re looking for more engagement and messages, there are tons of ways to increase it without hurting your brand.
And if you’re hiding the price from the public post because it’s a variable price, then simply mention that and make it clear.
When the customer finds all the needed information in the ad, they will contact you once they’re ready for the next step.
8- Review, read it out loud, and re-edit before publishing
After finishing your copy, read it out loud.
You might even ask someone else to read it for you.
You might find new flaws in your copy that you didn’t realize while writing it.
So always make sure you read it once again with a careful review before publishing.
9- Test the performance of different copies for the same ad
You don’t have to use only one ad copy, you can write multiple ad copy and test them with your campaign.
Even use the same media of a picture of a video and write multiple ad copy to see which one would work best with the post’s media.
10- Analyze the results after publishing and readjust accordingly
After publishing your ad copy and running your ads, make sure you return back again and again to the ads platform and analyze the results.
Find which ad copy works best with which media and goal, then readjust accordingly.
Keep in mind that there are also multiple factors that affect your ad performance, not just your ad copy.
For instance, targeting, it’s the most effective and dominant factor in your ad success.
Copywriting is one of the top paying jobs once you master it.
To write a good copy that sells, you need to practice a lot.
Start your writing by studying the product very well first, and focus on the features and benefits.
After that study your target audience and understand what pain and problems your product can help solve.
You’re selling benefits to the customer, so focus on that instead of focusing on the product’s features.
Write in the customer’s language and same lifestyle or way of talking to make it easy for them to digest your message.
Write as you speak, use active voice, and personalize the message to the target customer audience.
Maintain the brand voice and tone along all the marketing channels.
For each ad copy you write, set a single goal aligned with a clear Call To Action.
Keep It short, and directly to the value.
Put the price in the copy, increasing engagement and message got other better ways.
Review, read it out loud, and re-edit before publishing.
Test the performance of different copies for the same media of a picture or a video.
Analyze the results after publishing and readjust accordingly.