5 Ways to Make Your Marketing and Advertising Copy Convert

One of the most challenging parts of running your advertising and marketing campaigns is investing the budget, time and resources to build and run the program but not seeing the conversions or sales you expect. We get it. It can be frustrating to spend the money and not get the results. Typically, the next thing that happens is to say the ad or marketing campaign didn’t work, so you scrap the entire program without really breaking down each of the campaign elements that drive can drive conversions. While the cause may be the graphics, audience demographics, day-part selection or other issues, in many cases we recommend you start by analyzing the ways to make your marketing and advertising copy convert.

Your marketing and advertising copy are one of the most important parts of making any campaign convert prospects into customers. If the copy doesn’t interest your prospects, give them a reason to do something, or even tell them what to do, why should they do what you want? 

We’ve listed below five ways to make your marketing and advertising copy convert. Keep in mind, that you can use this list for any part of your marketing strategy – website content, social media posts, ads, brochures, or Google ads. And, ultimately, the better you know your audience, the more effective these tips will help you write content that truly converts and drives sales. 

1.  Know and explain what makes your product or service unique to your audience.

As we mention in tip 2, there are millions of products and services for consumers to choose from today. Knowing and understanding what makes your product or service unique to your audience is the key to making your marketing and ad copy convert.

Just stating a simple fact here: If you don’t understand your audience first – their needs, problems wants and desires –  your product is just another product. So, start by understanding who your audience is and then identify how your product solves their problems. How does it meet their needs? What does it do for them? What does it do for your customer to keep them coming back? Once you know those answers, then you can write marketing and ad copy that explains those answers. That. That is the key to writing truly great copy that converts.

• Get to know your audience.
• Understand their problems. How does your product or service solve those problems? How do you make your customers’ lives better?
• Explain how you make your customers’ lives better?
• Then, write those explanations in your marketing and ad copy.

2.  Build trust.

In today’s consumer-centric society, there are so many products and services to choose from, and trust is something that must be earned. But, once it is, 90% of customers are likely to purchase from a brand more than once. 

Trust is something that you build over time through a cohesive marketing and advertising strategy. Use your copy to show your authenticity and business philosophy. Communicate to your current and prospective customers who you are as a brand through your marketing copy – social posts, videos, web content, email marketing, direct mail – to build trust in your company and your products and services. 

3.  Keep it simple stupid (KISS) and engaging.

No, we’re not calling you stupid. We’re saying to use the KISS method and keep it simple stupid for the audience so they can easily and quickly read and understand what you want them to do. People don’t read long articles any longer. The only reason blogs like this are long is for the SEO value, as Google values longer blog and web content. 

In general, your marketing and advertising content should be short, simple and sweet. It should also be catchy. The average consumer is exposed to 4,000 -10,000 advertisements per day and doesn’t even know it. So how do you make sure your ad and marketing copy cuts through the clutter? 

• Get rid of the jargon or industry lingo the consumer doesn’t know. 
• Use terms the customer uses when they search online.
• Include the solutions you are solving for the customer. Tell them how you’re making their life easier or better.
• Use emotion. If your product or service makes your customer feel better or happier, include that emotion. Emotions sell and can very successfully drive conversions if it is written properly.
• Use humor. Humor definitely sells. People love to read content or watch videos that are funny. In fact, 73% of consumers say they prefer or buy from brands that post “entertaining” or funny videos. 

4.  Show why the customer needs your product or service.

In many cases, prospective customers don’t see why they need your product, or they don’t see how your service can actually help them. In simple terms – tell them. Just come right out and tell them. Stop all the fancy writing and tell them, “We can help you . . .” “Our product can change your life by  . . . “ It’s really that simple. 

Create the story in the consumer’s mind by starting with the problem and then explaining how your product solves the problem. Then, back it up with customer testimonials if you have them to show others they can trust that your product will generate the results you are promising.

Again, explain it in simple terms. 

5.  Ask for the sale.

Interestingly, this is the step many smaller businesses forget. Provide a call to action and ask for the sale! More importantly, when you ask for it, remember to include contact information so consumers know where to go, how to call, and essentially what they need to do to buy from you. Remember to include the following details in all marketing and ad copy for conversions:

• Call to action
• Business phone
• Email
• Address
• Website URL

6.  Bonus Tip: Run limited-time promotions and “specials” ad campaigns.

Consider incorporating limited-time specials into your marketing and advertising campaigns. You will use the same ad copy principles as above for these campaigns, but include a discount on a product or service and a specific time frame. This creates a demand for a product and a set timeframe to drive sales before that period ends.