In today’s Tuesday Ad Text Tips, were getting back to basics with three of the most essential components necessary for creating persuasive search ad copy: benefits, features, and calls to action.
1. Benefits First: What’s in it for me? – In order to develop marketing messaging that truly resonates with consumers, it’s important to first put yourself in their shoes. For example, if I am a consumer searching for a particular product or service, it’s likely that I’m looking for a speedy solution to a challenge that I’m currently experiencing. I’m probably not primarily interested in the granular details like how a product is made or how exactly it works – I just want a solution. This type of customer psychology is often overlooked by marketers who put the majority of emphasis on the latest and greatest features of their product. In the minds of consumers, the main question they are asking themselves is, “How is this going to benefit me?” For this reason, it’s important to keep this train of thought in mind and include the benefits of your product or service first in your ad copy. Instead of initially highlighting product features, include language that assures consumers that your product will benefit them by solving their problem in a better, faster, cheaper or easier manner than your competitor’s. Initially focusing on benefits will make your ad more personalized and will generate emotional appeal, ensuring that your message resonates with customers. That being said …
2. Features still matter – Once you’ve developed a clear vision in the consumer’s mind of the benefits of using your product or service, it’s time to back this imagery up with detail. Including key features will tell consumers how your product or service will benefit them personally. Highlighting a solution’s unique features is a great way to differentiate your product from your competitions. In addition, including features in your ad copy can also serve as a justification for using your solution.
3. Call to Action: Get Consumers Moving Now – Concluding your ad copy with a powerful call to action is an effective way to create leads and drive conversions. A clear call to action will motivate consumers and steer them in the right direction to take the particular action you want them to take. Including a strong command verb to start your call to action will inform your prospective customers as to what specific action you want them to take. Make sure that your CTA foreshadows the action you wish consumers to take on your website or landing page. Another method for creating an effective CTA is to include a reason for why a consumer should take this action at this time. One example would be, “Call now and save 25%!” A strong CTA will provide consumers with motivation, direction and a sense of urgency.
So, here’s a recap of today’s Tuesday Ad Text Tips:
- Use consumer-oriented psychology to include language that describes the benefits of using your product or service.
- Use product features as details to illustrate how your product or service will benefit consumers.
- Conclude your ad copy with a powerful call to action to motivate consumers to act now.
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Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale.
The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.