5 Have An Option For Those That Might Be Less Driven By Emotions
While the emotional trigger can work for most people, a more rational approach might drive others.
For those keeping it to the facts, using numbers and stats will likely work best and drive conversions instead of emotional triggers – which might also be more relevant to certain industries than others.
For example, while you can see how some people might resonate with numbers and stats when talking about a home loan or mortgage, the same might not be true for the travel industry if you are selling packaged holidays.
6. Always Have A (Strong) CTA
No matter what the ad’s objective is, whether to attract attention, instill desire, or trigger an action, the ad copy should always have a clear, strong, and unique CTA.
Even in adverts, people respond to instructions – likely because they don’t want to think about what they should do.
Guiding them in their decisions is more likely to be successful than leaving them wondering.
7. Test, Test, And Do More Testing
Going back to the example above and the importance of thoroughly segmenting our target audience, it goes without saying that a solid testing framework should always complement the segmentation.
It is key to the success of any campaign not only to try different messaging and targeting settings but also, to evolve and proactively refresh the creative, and specifically, in your case, the copy.
That way, the ads remain fresh and relevant, increasing your chances of converting.
8. When Possible, Always Tell A Good Story With Your Ads
Talking about ads that evolve with time, I strongly believe that advertisers often miss the opportunity to deeply engage with their audiences in favor of what (for me) is more like instant gratification.
As marketers, we are often so focused on getting “that” conversion that we ignore the fact that with a (large) part of our audience, the first job is helping them move through the funnel.
Yes, we have talked about the segmentation of the audience and the necessity of ads that are relevant to each stage, but what about having the vision to connect all of those stages through consistent comms and messages that also evolve?
In simple words, what about storytelling?
If you can create ads and copy that tell a meaningful story that resonates with your audience, your chance to convert will certainly grow with it.
In a storytelling format, you can address the pain points, offer solutions that benefit your audience, validate them with social proofing, address the barriers and reservations your audience might have that stop them from converting, and more.
9. Use Creative, And Copy That Are Ad Format-Specific
This one also gets overlooked too often.
In an attempt to be efficient and effective with time, we often make the mistake of using or adapting the same creative and copy for different ad formats.
But the reality is that different ad formats are meant for different contexts and, as such, offer the opportunity to speak to our customers in different ways.
For example, Facebook and Instagram Stories are very different from carousel ads and therefore require a different approach.
With Stories, it’s important that the copy is on point and complement the image or video, whereas that might not necessarily be the case if the copy accompanies a single image, carousel, or video ad.
For the latter, the ad copy can take more of a hero role and, while still supporting the creative, help address some of the points we mentioned earlier (i.e., pain points, benefits, etc.).