If you know advertising, then you know the ability to write high impact copy is an important skill. To get potential customers to take action, your content needs to be enticing. Here are six tips to attract customers with compelling ads:
Speak one-on-one with your readers.
Use you, your and you’re as much as you can. Words like this help create a relationship with your readers. Consumers usually don’t want to know about you but rather what you can do for them, so keep words such as I, me and we words to a minimum.
Words such as exclusive, results, save, and easy all sell well because they promise a benefit. This is will catch the reader’s attention because they’ll be able to visualize a clear benefit and image of what your products will do for them.
Focus on the benefits.
Sit down and brainstorm the benefits and what your audience can gain by using your product or service. List the features for your readers and spell out what those features will deliver.
Tailor your ads to your audience.
Once you know the features of your product or service that your audience will benefit from, think about your audience’ demographics and key buying decisions. Knowing your audience will help you when it comes to choosing how to write the ads and deciding what kind of language to use.
Add a call to action.
Create a call-to-action to increase your campaign effectiveness. Start with subjects and verbs. For example: “Sign up to experience easy booking.” Verbs can be very powerful and gain the best responses from readers.
Examples of powerful verbs include: improve, discover, learn, win.
Getting your readers to act immediately is essential for them to act at all. Once they start doing something else, you might lose them. Try adding a deadline to your offer so they have a limited time to act.
Words that imply scarcity include: Limited, soon, today only, running-out.
Use the right font for the medium.
It’s important to consider the readability of certain fonts in different media. Web Designer Depot has a great infographic about serif fonts and when to use them.
Fonts for print
Image from FontCo
Serif fonts are easier to read when it comes to fonts on paper. The individual letters are more distinct because of the flourishes on the letters. Without the serif, our brains have to spend longer identifying the letter because the shape is less distinctive. Easy-to-read serif fonts: Century, Caslon, Baskerville, Jenson
Fonts for web and email
Image from FontCo
Sans serif doesn’t have the projecting features like a serif font. Web has a smaller resolution than printed works, so this can make small serif characters harder to read than sans-serif characters because of its more complex shapes. Easy-to-read sans serif fonts: Helevetica, Arial, Courier, Verdana