Ralph Waldo Emerson said:
“If a man has good corn or wood, or boards, or pigs, to sell, or can make better chairs or knives, crucibles or church organs, than anybody else, you will find a broad hard-beaten road to his house…”
Of course, any marketing professional would argue that just having something good to sell isn’t enough. People have to be told about what you have to sell, and they have to be convinced that it is, indeed, good.
That assertion is as valid today in the online marketplace as it was in Emerson’s day. Unfortunately, many people who endeavor to sell online think that all they need to do is publish a website featuring their superior products, and the the world will beat a virtual “hard-beaten road” to their door. If only it were that easy.
While the internet has leveled the business playing field in many ways, it still requires good advertising copy. To help ensure that you publish ad copy on your website that will lead to more sales, here are 5 keys to great ad copy.
1. Make it about the customer, not you.
Here’s a newsflash for you: Your customers don’t really care about your tag line, your company mission, how large your staff is, or how many locations you have. Don’t get me wrong. All that fluffy stuff about you is fine for creating and building your brand. But when you’re advertising products, all people want to know is what you’re going to do for them.
Here’s a simple way to measure how your copy stacks up against this standard: The more you use words like “you”, “your”, and “yours”; as compared to words like “us”, “our”, or “ours”; the better your copy will be.
2. Make your point quickly.
We live in a world where people are exposed to so much information, they’re are on constant information overload. If they’re not drawn into your message immediately, you’ll lose them. So make your main point within the first two to three seconds of your message.
3. Use a conversational tone.
Equal in importance to making your point quickly is making your point well. The best way to do that is to write advertising copy in a conversational tone. Although people read with their eyes, they digest it through their mind’s ear, as though someone is speaking the words they’re reading. Using short words and short, lively sentences is best.
4. Describe the benefits.
We all know the difference between a product’s features and the benefits it delivers. If you think about it, features fall into the category of being all about you (your product is an extension of you). On the other hand, benefits are all about the customer. And, as we saw in key number 1, ad copy should be all about the customer.
5. Push emotional buttons.
The primary reasons why people buy what they buy are based on emotions. This includes business people. It’s only after they’ve decided they absolutely must have a particular product that they become interested in all the logical reasons to buy. So, before you begin to develop advertising copy, identify what emotional triggers you might pull. For example, if you were selling a skin care product, you’d want to focus on how beautiful your product will make women look, rather than the health benefits of the product. Those health benefits provide the logic that supports the emotional decision to buy.
You might have the best “corn or wood, or boards, or pigs, to sell”; but unless you can entice people to buy, it will all be for naught. Applying these 5 keys to good ad copy will help make that happen.
To learn more about how to improve your online selling success, contact us online or call 1-416-410-9995.