Every week, Boost brings you insights straight from the writers in our Creative Network. Writers share tips on how to inject more creativity into ads, best practices for writing ad copy, and more. This week, Dylan Barmmer, pen name “wordisborn” who has been an active writer in the Network for over five years, shares 5 tips for writing compelling digital ads.
It’s great to be creative. It’s wonderful to be entertaining.
But when it comes to crafting digital ads, there’s one thing you want to be, above all others:
Creativity, humor, emotion, and wit are all wonderful things – and the world could do well to see more of all these qualities in today’s advertising efforts. But ultimately, the success or failure of your ad will hinge on whether or not it compels consumers to purchase your product or services.
To that end, we’d like to share five tips for writing digital ads that move your consumers to take action – and open up their wallets. Without any further delay…
1. Craft Powerful Headlines: Today’s consumer is far from stupid. But he or she is also usually far from…focused. We’re all pulled in a million different directions today, with a million different messages competing for our already limited and scattered attention. In fact, it’s been estimated that the average online user’s attention span lasts around six seconds. In other words, it’s imperative to capture their attention. Right off the bat. A strong headline helps make that happen. Check out our previous post on writing effective and powerful headlines.
2. Be Upfront with the Benefits: It’s not just your headline that should be direct – and dynamic. You want to hit the consumer with direct, informative information as soon as you get into the ad’s body copy. If you’re offering a discount, state the exact amount up front. If you’re offering a solution, spell that out. Whatever it is you’re promoting, do it directly Right off the bat.
3. Establish Credibility: If you want to secure new business, it’s important to let your customer know you mean business. And you’ve been in business – for more than just a day or two. Let them know that you’re a well-established organization, and not just some trendy flash-in-the-pan. Leverage your history. And mention any awards, recognitions, or certifications that you’ve received over your years of operation.
4. Appeal to Customers’ Emotions: Getting your customers to think about what you have to offer them is obviously important. But connecting with them on an emotional level is maybe even more vital to your success. Think about what you’re selling, and the feelings your product can incite or unleash within your customer. Sell the experience and emotional benefits more than the object and its shiny or flashy features.
5. Use a Strong Call-to-Action: Just as leading off with a powerful headline and direct body copy is important, so is putting a cherry on the top of your ad with a compelling call-to-action (or CTA for short). Remember, your ultimate goal here is to compel conversions and induce sales, so you want to create a sense of urgency to do just that at the end of your ad. Tell them to visit your site, call a number, click to order, or whatever works best for you and your brand. Check out our previous blog post on the ABCs of CTAs to get more in-depth tips.