Most of us are not copywriters, nor do we have the time to master that skill.
But we do, as online marketers need ads!
So how can talentless wannabe copywriters like ourselves write effective ad copy that will actually work?
Fret not! There are some simple rules that believe it or not makes the whole process actually kinda easy!
All Ads Are Not Created Equal
First, best to know that ads have two different purposes.
1. Awareness or brand advertising. This is usually performed by advertising agencies for larger businesses.
The purpose of this type of advertising is to keep a brand in people’s minds so that when it comes time to make a purchase your brand is the first one they will think of. Through constant reminder and familiarity, your customer will come to prefer your brand over others. So, the intent is not to encourage a prospect to make a purchase, or perform an action, immediately. For this we use direct response advertising.
2. Direct-response advertising aims to encourage a prospect to perform an action of some kind; phone us, fill out a contact form, sign up to your newsletter, visit our website, buy a product.
The Internet is a perfect platform for direct-response advertising, as we can track an ad campaigns success by monitoring prospect actions after they have seen an ad. For example, do they click it?