How to Write Ad Copy That Persuades Your Target Audience
The key to persuading consumers that you have what they need or want is to determine exactly what it is they need or want -- or believe they do. Trying to sell someone a product or service based on what you think they should need or want can doom you to failure. With a little research, you can craft an effective message that convinces potential customers they need to buy what you’re selling.
Review your marketing plan, if you have one, looking specifically at your target customer profile. Determine why these customers are your targets; this usually comes down to a need for your product or service. Determine the need your customers have for what you sell, then identify the benefit you offer. For example, low-income consumers have a need for affordability. High-income consumers often want status and the most features.
Find three components for your ads: a need, the solution and your product’s ability to be the solution to fill the need. Determine whether the need is discretionary or is a problem that needs to be solved. Discretionary needs might include a desire for status, style, extra features or the need to follow the herd or be the first to purchase a new technology. Problems that need to be solved might include lack of money, safety concerns, ease of use, desire for value, reliability or health concerns.
Create a message that follows three distinct steps. Start with showing the need consumers have or demonstrating that the consumer has a problem. Then show a general solution without mentioning your product or service. Last, show that you provide the solution better than your competition. A cereal maker might follow this pattern by opening an ad discussing overweight or heart health as the problem, or the desire to eliminate these problems as the need. The general solution would be to eat more low-fat, low-cholesterol, whole-grain foods. The ad would finish by showing that this specific cereal can help people lose weight and lower cholesterol.
急速PC28彩票Write ad copy that focuses on benefits, not features. Mention features only in the context of providing a benefit. For example, instead of a golf club maker touting its carbon steel shafts or nanotechnology as the main context of the ad, it would discuss these features only as they apply to giving players a benefit, such as more distance and control. Before that, however, the ad would open with the fact that many recreational golfers lack power and control.
Avoid puns or generic words and phrases such as “great” or “brand new” that don’t specifically address the needs and benefits you’re promoting in the ad. Resist the temptation to fill every inch of a page or computer screen with copy, which can overwhelm readers. Consider teasing potential customers by dangling a problem or benefit in front of them and directing them to your website to get the answer.
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