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, Chris Anderson, pen name “cander38,” explains the importance of relevance when writing ad copy.
Previously, I’ve mentioned the importance of relevance in paid search copy as a part of other posts here, but I think this idea is important and warrants a further look.
When I say that relevance is important when writing ad copy, I am not just talking about using keywords. I find this to be too generic and not the best way to make an actionable connection with a potential customer. There is reason and purpose behind keywords. That reason and purpose is what you want to connect with.
Put yourself in your customer’s shoes. Come up with a hypothesis about who they are, what they want and why they may want it. Be as specific as possible. The deeper you can go, the better.
It’s likely you’ll come up with a few different ideas. After all, no marketer is speaking to just one person. The goal here is to gain a better understanding of who will be viewing your copy.
Once you’ve formed your hypothesis, test it! Be human. Try to connect to your customer in their own voice. Speak and use terms as they would. Are you talking to someone working in industry? Use industrial terms. Trying to reach teachers or students? Use language geared towards the classroom. Serving business needs? Write with an eye towards connecting with decision makers.
In short, the idea here is to see the needs or interests of your customer and then tailor your copy to speak to those interests or needs. When I write paid search copy, I’m not trying to sell anything. I’m trying to further a conversation, open a door if you will. The sale, action, or otherwise happens behind that door. All I want to do is make a connection by being as relevant as possible.
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