As marketers, we’re looking to cut through the clutter and get our target audience’s attention. This is why we advertise! Making the right creative assets is just half the battle because you also have to pair your creative with quality copy. With strong messaging, your advertising will resonate with your target market and grab their attention.
So how do you write compelling copy that works? Learn how to write ad copy for your audience by reading our 4 steps.
1. Know your audience backwards and forwards
Writing copy that attracts and keeps the attention of your target market requires research. In order to know what to say, you need to know your audience backwards and forwards.
A great way to start your research is taking a deep dive into your target audience's demographics and psychographics.
Demographics are information that segment a market by specific information like age, income, education, location etc. When you know where your customer prefers to receive information you can choose your opportunities to promote your brand more strategically.
Psychographics helps classify people based on their attitudes, aspirations, and interests. You can use psychographics to help you predict consumers’ behavior. This information can be used for smarter advertising targeting.
Getting to know people requires research and asking questions. Data allows you to do this. You can more accurately target, communicate, and provide value by knowing your customers.
Having a well-informed idea of your target markets’ demographics and psychographics are will help you build the right messaging for your advertising.
2. Show that you know them
Once you know who your customers are, start thinking about their problems that would lead them to your company. Your consumers are looking for answers to their purchasing problems. If you can show that you understand specifically why your product or service is the best answer to their problems, your copy is going to provide your consumers with the information they need.
Overall, if your advertising copy needs to prove to your target market that you understand them. This proof of understanding coupled with a genuine message of wanting to help solve their problems will peek people’s interests.
Make sure that your copy shows that you understand your customer’s struggles. For example, Apple understands the problem that many users face when they answer a call in a noisy room. Their solution was, “New noise-cancelling technology reduces background noise. So when you hold iPhone up to your ear in a loud room, you hear what matters most: the voice on the other end.“
Apple used their copywriting to show they understand their consumers’ problems and how their product offers a solution to their common challenges.
Once you understand your target market’s pain points, you can position your product or service as the solution. Customers are searching for a solution for their purchasing problems.
3. Follow the K.I.S.S Rule
When you’re writing your advertising copy you want to keep it simple and clear. Your words should be meaningful and not filler, so avoid using big words and jargon.
Importantly, you need to keep your copy actionable. What do you want your customers to do? Your advertisement should answer this question.
A good rule you can use is K.I.S.S an acronym that stands for “keep it simple stupid. This is a rule in copywriting to remind writers about their word choice. Pick words based on your target audience. Try and match your language to how your audience would speak.
Also, a good rule of thumb is to remove all filler words. Common filler words would be really, that, and very. By removing these words your message will be clearer and more concise.
4. Answer the question, “What’s in it for me?”
An important question to answer for your target audience is “what’s in it for them?” It’s important to be able to quickly communicate your value. You want potential customers to understand what you can offer them and why they want to purchase your product.
Clearly communicating your value proposition to your audience is no simple task. A good way to get through to your core message is to ask yourself why multiple times.
Go back to the times of when you were a kid and asked your parent why 5 million times. Although this might seem like a way to annoy you to no end, it’ll provide you with profound answers.
By asking why your product or service for multiple scenarios, you’ll come up with key selling points. These selling points are what helps create your business's’ value proposition.
From there, all you need to do is communicate your value prop in a way your target market will better understand why your company is a good choice.
Overall, having strong advertising copy is important to the success of your advertising campaigns. If you want your advertising to be the most effective your copy will speak to your audience. In order to have your copy work well, you need start with researching your target market. Also, remember to keep your copy concise and actionable. Expressing your businesses value, answering your consumer’s questions, and understanding their pain points are great ways to ensure your advertising copy will work.
It’s no simple task, but we hope that these copywriting steps help you create the right copy for your advertising collateral.