With the rise of social media it can be hard to come up with catchy headline after catchy headline, switching audiences at the same rate you blink. We know the struggle and feel your pain, which is why we wanted to share our four top tips that will help you the next time you're stuck in a Facebook Ads (or any other kind) copy rut.
Writing is undervalued, and if you are reading this post you probably agree. Words are a powerful force that can be used to build a bridge from awareness to sales, and can take audiences on an emotional journey they may not have signed up for.
Skilfully prepared copy has the ability to move prospective customers out of the honeymoon phase and into the brand loyalty category – but great copy doesn’t write itself.
First thing’s first, get to know your target audiences. Compared to traditional media, social media enables you to target your different audiences with precision. You no longer have to use a one-size-fits-all method that likely leaves certain groups out – you can create a personalized experience for each and every one of your segments. You can even segment your segments – that’s how far we’ve come!
While the customization of ads is a huge marketing milestone, it also means that more ads need to be written. As a result, it can become extremely tiresome and difficult to switch from one audience to another.
Getting a sense of who your audiences are and what they need help with can transform your copy. Luckily you can use the power of A/B testing to find out exactly which ads are resonating with your audiences. Is it humor, bold headlines, or rhetorical questions? Sometimes data does speak louder than words – so roll up your sleeves and start digging.
Bonus Tip #1: Create personas for your audience groups that you can refer back to when you are running dry on inspiration, or better yet find people who match these personas and strike up a conversation!
Bonus Tip #2: In your copy, make it clear to your audience that you feel their pains and don’t be afraid to mention their job title within your text. This is a great way to stand out in the News Feed and have your audiences thinking, “Hey, that’s me!”
Good things are better together, which is why your copy and image need to be equally outstanding. The News Feed is increasingly competitive which means that you face the challenge of grabbing your audience’s attention in a matter of seconds. While images can complement your copy, they can also break it. If the connection from message to visual is too abstract your audience may not have time to make the connection fast enough.
Keep in mind that your image and copy should not exist independently. Rather, they need to make each other stronger. Working closely with your graphic designer can help you both be on the same page and get you closer to consolidating your creative visions. If you are also designing the visuals, always ask for a second opinion to get perspective. Not all tasks can be done in isolation, though it can be far more convenient. If you truly want to make an effective ads that will captivate your audiences you need to take your time and work at your own space – your audiences aren’t going anywhere.
Keeping it simple can be difficult, especially if you have a lot to say. Accept that you won’t be able to describe everything about your product, service, or promotion in one advert. Instead, take all of the information you have and distill it into one message. Identify what the goal of the copy is and get to the bottom of what you actually want your audiences to do. Do you want them to download an ebook? Sign up for a webinar? Find out and use clear and short call-to-actions that will guide your audience in the direction you want.
Now for the challenge. Trying to incorporate all of the advice above while still being creative…it’s not easy, but it can be done. Sometimes it helps writing everything down on paper and asking one of your colleagues which text they prefer and why. This can give you valuable insight on how others interpret copy you may have previously thought couldn’t be more direct. Though this process may take time and several attempts the final copy you choose will be far more effective and worth the brain power.
Here’s the hard truth. Are you ready for it? Chances are, your audiences don’t care about your company. What they do care about is how your company can help solve their problems. With that being said, make your copy less about you and more about them.
When communicating with your audiences you don’t need to explain who you are and why you matter. Talk instead about their pains and then show how you solve them. Strive to sell the dream and help your audience envision how your product or service can make them better at what they do.
Bonus Tip: Don’t be afraid to use YOU instead of OUR. Always reread your copy and pay close attention to personal pronouns. It’s never about you – it’s about them.
Copy is an essential though overlooked component of all advertising. With the right words you can peak your audience’s interest and make the buyer’s journey fun! The next time you’re typing up ads at your keyboard, keep these 4 simple tips in mind and create scroll-stopping copy that has an impact.
Understand your audience, create more effective content to engage and grow your customer base, and measure social media’s impact on your business goals.