Imagine you are at a party or out for lunch to meet with your client. You have the first 30 seconds to tell them what you do. As simple as it is, most salespeople fail to do so. The same goes for Ad Copies.
People will only spend less than 30 seconds reading your ad copy, and you want them to know what you are offering, not just a few lines that sort of make sense.
This article will discuss tips on writing an Ad Copy that sells. We will also discuss how StoryBrand can help you write the best copies and win clients.
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What is an Ad Copy?
An Ad Copy is a piece of text that is used to promote a product or service. It is usually used in online advertising but can also be found in print ads and billboards.
The purpose of an Ad Copy is to persuade the reader to take action, such as clicking on a link, buying a product, or signing up for a service. Therefore, the text must be well-written and persuasive.
What Does An Ad Copy Consist Of?
When it comes to compelling Ad Copies, there are certain elements that you should always include:
1. A headline that catches the reader’s attention
2. A brief description of what you are offering
3. A call to action
4. A sense of urgency
5. A substantial benefit
6. Social proof
The headline is the most crucial part of your Ad Copy, as it is the first thing the reader will see. Therefore, ensuring that your headline is catchy and persuades the reader to read on is essential.
One way to do this is to use numbers or statistics in your headline, making it more eye-catching. For example, “10 Tips to Improve your Ad Copy” or “5 Reasons you need a StoryBrand guide”. Another way to make sure your headline is interesting is to use strong verbs, such as “Discover”, “Improve”, “Boost”, or “Increase”. This will give the reader a sense of what they can expect from reading the rest of your Ad Copy.
Once you have caught the reader’s attention with your headline, you need to provide a short description of what you are offering. This is your chance to elaborate on the benefits of your product or service and persuade the reader to take action.
Therefore, it is essential to include a decisive benefit in your description. For example, if you are selling a course on how to improve your Ad Copy, you could include the benefit “Learn how to write Ad Copies that sell”.
It is also important to keep your description short and to the point. You want the reader to be able to understand what you are offering without having to read through a long paragraph of text.
Call to action
Once you have described what you are offering, you need to tell the reader what action you want them to take. This is known as a call to action (CTA).
Your CTA should be clear and concise, persuading the reader to take action. For example, if you are selling a course, your CTA could be “Sign up now to improve your Ad Copy”.
It is also essential to ensure that your CTA is visible and stands out from the rest of the text. You can do this by using a different color or font or making it bold.
When writing your Ad Copy, creating a sense of urgency is vital. This will persuade the reader to take action as they will not want to miss out on what you are offering.
One way to create urgency is to include a deadline for your CTA. For example, you could say, “Hurry, this offer ends soon!”.
Another way to create urgency is to use scarcity. This is when you only have a few products or services available. For example, you could say, “Only 10 spots left!”.
As we mentioned, including a benefit in your Ad Copy is essential. This will persuade the reader to take action, as they will want to know what they will gain from using your product or service.
Therefore, it is important to ensure that your benefit is clear and concise. You also want to ensure that it is relevant to your target audience.
For example, if you are selling a course on how to improve your Ad Copy, your benefit could be “Learn how to write Ad Copies that sell”.
Another effective way to persuade the reader to take action is to use social proof. This is when you provide evidence that other people have used your product or service and enjoyed it.
One way to do this is to include testimonials from satisfied customers. Another way is to include statistics or numbers, such as “Over 10,000 people have improved their Ad Copy with our course”.
Write Ad Copies The StoryBrand Way
Now that you know the basics of writing Ad Copies, it’s time to learn how to write them the StoryBrand way. If you’re unfamiliar with StoryBrand, it is a framework that helps businesses clarify their message and make it more compelling. Here’s the step-by-step process:
Introduce The Problem
As always, you need to start by introducing a problem. This will capture the reader’s attention and make them want to read more. It gives them a sense of what you are offering and how it can help them.
For example, if you are selling a course on how to improve your Ad Copy, you could introduce the problem by saying, “Are you struggling to write Ad Copies that sell?”.
The StoryBrand framework also recommends using a specific number or statistic to increase urgency and make the problem more relatable. For example, you could say, “9 out of 10 businesses fail because they can’t clarify their message”.
Make It Worse
Once you have introduced the problem, you need to make it worse. This will persuade the reader to keep reading as they want to find out how to solve the problem. Agitating the problem will also make the solution more appealing.
Here are some strategies to consider:
- Demonstrate how their situation will deteriorate;
- Use a tale or anecdote to illustrate their problem
- Give a real-life example; or
- Make their problem’s misery more emotional
Your customers will experience a feeling of urgency to remedy their condition as you exacerbate the problem. Furthermore, you’ll develop trustworthiness because you’ve done an excellent job empathizing with your prospect. They will see you as a trustworthy individual.
For example, you could say, “Not only are you struggling to write Ad Copies that sell, but you’re also losing out on potential customers and revenue”.
We recommend using the word “because” to introduce the pain point. This makes it more relatable and easier for the reader to understand. For example, you could say, “Because your Ad Copy is not clear, you’re losing out on potential customers”.
Introduce Your Business
Finally, you need to introduce your business. This will persuade the reader to take action, as they will want to know how you can help them solve their problem.
You need to make sure that your introduction is clear and concise. You also want to ensure that you include a benefit, such as “We can help you write Ad Copies that sell”.
The StoryBrand framework recommends using the word “that” to introduce your business. This makes it more relatable and easier for the reader to understand. For example, you could say, “We’re a course that teaches you how to write Ad Copies that sell”.
Use A Call-To-Action
Once you have introduced your business, you need to use a call-to-action (CTA). This will persuade the reader to take action and buy your product or service.
Your CTA needs to be clear and concise. It also needs to be persuasive and include a benefit. For example, you could say, “Sign up for our course and learn how to write Ad Copies that sell”.
The StoryBrand framework recommends using the word “now” in your CTA. This makes it more urgent and persuasive. For example, you could say, “Sign up for our course now and learn how to write Ad Copies that sell”.
Final Thoughts: Ad Copies
Writing Ad Copies can be daunting, but it doesn’t have to be. By following the StoryBrand framework, you can write Ad Copies that are clear, concise and persuasive.
What are your thoughts on writing Ad Copies? Let us know in the comments below!