Create copy that converts with these easy steps
There are thousands of ads at any given time jockeying for attention whenever someone is scrolling. If you implement the following steps highlighted in this article, you will give yourself the best chance of getting to the front of the pack and develop ad copy for your product that converts.
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The most important aspect of writing copy that converts is asking the right questions. With answers, you’ll have all the information you need to write copy that hooks people in and converts them.
I know this sounds like the lecture about the basic steps there are to crossing the road many of you may have received from your parents, teachers, or grandparents that saw you make a mad scramble with no regard for the oncoming traffic. It is simple, but it is an incredibly important step to take when developing copy that converts.
Look. Before creating any copy, look both inwardly and outwardly at you as a business and your product. Delve into your ad account to understand what demographics are buying your products, who the competitors in the market are and what they are doing, what your brand tone is and what you want it to be, and what is the step you want your customers to take.
Get a free copy of the customer avatar sheet we use at McKee Creative when planning our client campaigns - download here.
Listen. The best insights can come from learning how people feel, think, react, and relate to the product. You must listen to what your customers are saying about your product. Become a chameleon. Finding out how your customers feel, the language they use, and how they interact with the product/service can help to create effective and meaningful copy that your customers understand and resonate with. You can find customer reviews on your Facebook page, business listing on Google, Yelp, etc.
If possible, set up conversations with current customers to ask them how they found your product and the difference it has made for them. This will be time well spent, as you'll uncover statements you can take directly into your copy.
For example, we spoke to a client's customer for their cellulite-busting system. When we asked her if we could use her photo and name on her feedback she said, "I'd rather you didn't ... I don't want my friends to know how I do it. It's my dirty little secret!"
Yes - you guessed it - that quote re her secret went straight into our ad copy!
Pain Points appeal to the desires of the audience. We all have insecurities, doubts, or just plain old everyday problems, but being able to establish and understand the underlying cause(s) of your customer's pain and what is keeping them stuck in the mud will enable you to show them how the product you’re promoting will solve their problem and get them out of the mud.
Forced, quickly constructed copy won’t convert. By listening and looking at all the information that is around you, you can develop real copy that can build authentic, long-term relationships with the customer.
Adding customer reviews or testimonials to your ad copy is important as it shows your target audience that your product/service works. It gives them the reassurance they need to fully trust the product/service as well as their purchase decision.
You’re not writing the next Eat, Pray, Love and you don’t have a lot of room to work with, so try and keep your ad copy concise. Only say what you need to say.
People are scrolling at a million miles an hour and don’t have time to stop and read a novel. If you fill their page with content that doesn’t mean anything, they are more than likely to scroll on past. Being able to grab them with deliberate and considered language that stops them and makes them contemplate action will generate higher click-through rates.
Good copy is like a good stew. A good stew isn’t made in ten minutes but marinated over a long period. If you make it quick, it will be watery and tasteless. No, a good stew has been stewing for a couple of hours in whatever ingredients you have put in the pot to make it delicious. That’s what makes good copy. Take your time understanding your product and target audience to harvest all the necessary ingredients needed to develop copy with meaning and taste.
Now you have armed yourself with all the information you need to develop copy that converts, you are ready to put pen to paper and get stuck into it. There are various structures you can follow, but here is one that we here at McKee Creative use for a Facebook ad that is tried and tested. It goes as follows…
Following these simple steps will put you on the path of glory. Glory being Facebook ads that convert.