Do you know that a typical person encounters up to 10,000+ ads per day? Therefore, capturing attention is not just an art; it has become a skill. This is where advertisement copywriting kicks in.
The purpose of an ad copy is not to sell a product. Rather, it connects with its audience at the emotional level, making them die-hard loyal fans. But how do you write a copy that really converts? To answer your query, I have created an 8-tips-based beginner’s guide. You will also learn the art of persuasion with the help of 6 pillars. Give it a 6-minute read to enhance your copywriting skills.
What is Advertisement Copywriting?
An advertisement copy or ad copy is a type of writing that persuades its readers to take action. This action could be in any form – make a purchase, click the link, or convert a potential business to your customer.
This type of ad involves understanding the target audience’s psychology, creativity, and strategy. Take, for instance, Nike’s iconic “Just Do It” campaign, launched in 1988. It elevated Nike’s share of the North American athletic footwear market from 18% to 43%.
8 Different Types of Advertising Copywriting
The following is a quick overview of 8 different types of ad copies:
- Straightforward Selling Copy: This is the most direct form of copy. It concentrates on the product’s features, advantages, and reasons to purchase. It’s factual and straightforward and often employed in traditional media like print advertisements.
- Institutional or Brand Image Copy: This is also known as corporate or image copy. This approach aims to build a company’s reputation. It won’t sell anything to its customers, but a brand copy will create a favorable perception of the brand in the minds of consumers.
- Narrative-driven or Story Copy: This type tells a story to engage the audience. The narrative is often a fictitious or humorous story. It delivers its message in an appealing way. However, your product will be the main theme of the narrative-driven copy.
- Conversational or Personal Copy: Here, the copy is presented as a dialogue or a personal message. You won’t just state your product; you’ll define it to your customer. The main theme of a personal copy is to connect the prospect with your product at a personal level.
- Image-caption Copy: Often used in magazines and online ads, this copy relies on a strong visual. It also includes a brief caption that conveys the message. The picture takes center stage, and the words play a supporting role. “Red Bull Gives You Wiiiings” is the perfect example.
- The reason why Copy: Here, you answer the customer’s ‘Why’ related to your product. Why should he buy your item? In a reason-why copy, you state the facts and convert them into benefits to your prospect.
- Direct-response Copy: A direct-response copy forces the audience to respond immediately. It has a clear call-to-action (CTA) that encourages the reader to act now – like calling a number or visiting a website.
- Educational Copy: An ed copy aims to inform the audience about a product or service. It’s often used for products or ideas that need an understanding or explanation to a layman. For example, the government’s ads on family planning will fall under educational copy.
Science of Persuasion in Ad Copy
Persuasion is the main pillar in an ad copy. If your copy lacks persuasion or convincing skills, it won’t hit the audience. Or, as Bill Bernbach, An American creative director, says, and I quote:
“Advertising isn’t a science. It’s persuasion. And persuasion is advertising an art.”
Anyways, how can you incorporate persuasion in your Ad copy? Robert Cialdini published his book “Influence: The Psychology of Persuasion” in 1984. According to him, there are 6 pillars of persuasion. I’ll give a quick overview to make you understand:
- Reciprocity: This principle suggests that the readers take action. If you offer something valuable initially, the chances of a consumer reciprocating increase.
- Commitment: If a person commits to you, there are high chances that they will convert. Ad copy that encourages small commitments can lead to larger consumer actions.
- Social Proof: Facts or proof plays the most important role in an ad copy. People tend to do things they see others doing. Including testimonials in ad copy can leverage this principle to persuade new customers.
- Authority: Consumers respect authority. Therefore, they are more likely to be persuaded by someone who appears credible. This is why brands pay celebrities hefty fees to hold their product for a moment.
- Likeability: Your ad copy will easily persuade individuals if they find it likable. Undoubtedly, you won’t be a subject expert. However, if you talk the talk, the chances of selling your product will increase. You can also take in experts’ references. For example, a dentist’s endorsement of teeth-related products would be a plus.
- Scarcity: The perception of scarcity can generate demand. FOMO (fear of missing out) often dictates customers to buy your product. For example, adding lines like 20% off for the first 20 customers creates a sense of scarcity.
Long answer short, if your copy contains one or 2 pillars stated above, it has a high chance of conversion. In fact, Cornell University did a study on 30 Fortune 500 companies. Per their report, ads with concrete facts or proof have a higher chance of conversion.
However, selling is an art that needs continuous study and nurture. Hence, thousands of books have been published on the skill of selling. If you wish to read, the following are some of my favorite books:
- “Influence: The Psychology of Persuasion” by Robert B. Cialdini
- “Pre-Suasion: A Revolutionary Way to Influence and Persuade” by Robert Cialdini
- “Made to Stick: Why Some Ideas Survive, and Others Die” by Chip Heath and Dan Heath
- “How to Win Friends and Influence People” by Dale Carnegie
How to Craft a Compelling Ad Copy?
When it comes to crafting a converting ad copy, there is no one-click solution that works for all. Some copywriters go with the AIDA (Attention, Interest, Desire, Action) model. While others may follow the 4Cs model (Clear, Concise, Compelling, Credible).
A few copywriters like Daniel Throssell have their own formulas. Nonetheless, whatever model/method you follow, your copy should contain these 8 basic ingredients:
Identify the Target Audience
This is the basic and most important step. If you don’t know your target audience, you won’t be able to convey your message properly. For instance, if you want to sell Sony ZV-1, your target audience should be budget vloggers. No movie makers would be interested in this camera.
Start With a Strong Hook or Subject Line
Your opening line is crucial – make it captivating. Think about how your product can hit the pain points and invoke curiosity. Also, the first line should deliver an idea on what you are trying to sell here.
Ensure There are No Errors
Error-free content showcases your authority and expertise on the topic. If you make any mistake, it will literally zero down your chances of selling to the potential audience. Proofread rigorously to eliminate errors, typos, and factual inconsistencies.
Be Persuasive
A general rule of thumb is, if your writing is not persuasive, it won’t convert. Incorporate elements like reciprocity, social proof, authority, likeability, and scarcity. Remember, there is no hard and fast rule on being a good persuasive writer. It’s an art that comes with practice and time.
Keep It Clear and Concise
As they say, less is more; convey your core message with simplicity. You need to avoid complex jargon and wordiness. In fact, a human attention span is only 8 seconds. Therefore, having more content will result in nothing but ignoring your copy.
Include a Call-to-Action (CTA) Button
The CTA part of a copy is necessary to close the customer. A good copywriter knows where and how to put a CTA. Create a sense of urgency or FOMO, and then drop the CTA. For example, a call-to-action like “Order in the next 2 hours to get 20% off” will produce fear. And the customer is forced to make a prompt purchasing decision.
Optimize for SEO
If your copy is meant for the website, you need to optimize it for search engines. Include relevant keywords to boost rankings and visibility. Don’t stuff the keywords, as this can negatively affect the optimization of the copy.
Test and Refine
This is the final step. Publish your copy and observe it for the results. Test different variations to identify what resonates most based on performance analytics. There is a reason companies spend millions of bucks on their QA departments. It provides them with the optimum results without costing the customer.
Conclusion
Advertisement copywriting presents your product/idea to encourage customers to take action. The main parts of an ad copy are the headline/subheading, subject line, body, illustration, and closing.
There are different types of ad copy. These include educational copy, reason-why copy, institutional copy, and conversational copy. When writing a compelling copy, ensure you know the target audience and do your research. Plus, you should be as persuasive as you can (without forcing). Lastly, publish your ad and scrutinize it based on outcomes. Remember that writing a good copy takes practice.
