It seems like there are a lot of conflicting messages floating around about how 21st century marketing is supposed to work. The advent of social media has changed the game considerably, but even amid sweeping changes, there remains a foundation of traditional marketing that still can’t be ignored.
With all that in mind, I want to present to you the three main reasons I have observed that communicate best why good ad copy is still an essential part of your marketing equation. After reading this, you might want to evaluate how you manage your ads and, possibly, seek the assistance of a copywriting company, like Beez, to help refine your approach.
Reason #1: Words Have Power
This principle is true in so many aspects of life, it just makes sense that it would apply to ad copy. What you say and how you say it are vital elements of how your message is received and what people do with it.
Don’t discount the power of the written word, but don’t overestimate its ability to win people over, either. In today’s market, people are looking for answers to key questions instantly. This is why I always recommend jabbing the pain points that your product addresses in the first line of any kind of ad copy.
For the purposes of this piece, we will define ad copy as any kind of copywriting that, in part or in whole, is designed to grab the consumer’s attention and elicit a course of action. This applies to headlines on landing pages or press releases, subject lines in emails, captions for ads posted to social media, etc.
The first words the prospect sees are the ones he or she is going to use to decide if your message is worthy of attention. In my book, that equates to immense power. Use that power to your clearest advantage and always put your best words forward in your ads.
Reason #2 – People Judge You by the Words You Use
We’ve all seen it, especially on social media: Any flaws in the language in your ads, and the Grammar Police come out of the woodwork to point out where you went wrong. As annoying as it may be, you would do well to heed the feedback you get from your audience, whether positive or negative.
I can’t stress this enough: perception matters. If your audience perceives you to have a limited knowledge of the written word, it will affect their perception of your entire brand and its message.
Don’t let your advertising efforts become a game wherein people go looking for mistakes and call you out on them. Once that happens, your message is lost, and recovering it will be a huge undertaking. In some cases, a total revamp of branding becomes necessary. Believe me when I tell you: Delivering good ad copy from the beginning is far less expensive than having to reinvent your brand over bad.
Now, I’d like to add just a quick thought about the perceived “Grammar Police.” While, for the most part, these people are a bit unsavory and are not typically received well by other users, they still pose a considerable threat. Any kind of negativity that gets tied to your brand will inevitably damage it. Don’t discount the source just because “no one takes them seriously.” Consciously, that might be true. Unconsciously, though, their message is getting through – sometimes more clearly than yours.
#3 – Good Words Build Trust
There is no better way to position yourself as an authority or even a thought leader in your niche than delivering well-worded ad copy to your readers. This is especially true in long-form ad copy, like sales letters and landing pages.
The way you organize and present your thoughts gives readers a clear picture of how working with you long term will feel. As I’ve said many times before, the emotional element in advertising is the single most important thing to develop. Remember, you don’t sell the steak, you sell the sizzle.
That principle works in almost any business context. You don’t sell the house, you sell the experience of selling the house. You don’t sell legal services, you sell the concept of winning the case. The associated services are just a means to an end. Convey your ability to sell the house or win the case in a way that communicates confidence, and your chances of winning the client improve considerably.
Final Thoughts on Ad Copy
Never underestimate the power of words. In today’s social, political, and economic climate, one thing is certain: People are listening and they are becoming more critical by the day. If you want your brand to outshine the competition, it needs to be a beacon. It needs to get the right kind of attention from the reader, and it needs to be above criticism by your detractors.
Expect people to be judgmental, even though most won’t be. Don’t leave room for criticism, and research your approach in ad copy well. Knowing what the market is bound to accept or reject is the single most important starting point in developing good ad copy. From there, it’s about delivering quality through carefully planned, well-presented, emotionally appealing words.