In my job, I get to study some of the best ads in the world.
And we get to write and test hundreds of ads across a variety of digital platforms.
If there’s one common problem I see in copywriting, it’s this:
Most people write their ads like they are shouting in the street.
“HELLO EVERYONE! BUY MY THING!”
They pretend like their ad is going to be played in front of 100,000 people at one time.
They think it’s designed for a crowd.
It’s big and bold.
And often – it doesn’t work.
Think about it. Where do people consume ads the most now?
Usually, it’s on their phone or computer.
Your phone is an extension of you. In a sense, your phone is an intimate thing.
When you’re on your phone, it’s usually just you and your device.
And with this technology, it’s never been easier to write a focused ad.
Your ads should be written as if you’re talking directly to the person on the other end of the screen.
Unless you’re buying a billboard in Times Square or a super bowl ad, it rarely makes sense to act like you’re marketing to the masses.
Instead, speak directly to your customer. Imagine they are sitting right there and you are having a conversation with them.
Sure, you probably won’t win any awards for creativity.
But, ironically, some of the most “creative” ad campaigns often have the least impact on business.
If your ads aren’t converting, perhaps you’re trying to be too big.
Instead, just be more…you. Most entrepreneurs know how to sell their products 1-on-1.
Use that same tone and conversation.
Record the video on your iPhone or do a simple screen capture.
Act like you’re sitting across the kitchen table from the person viewing the ad.
Because in a technological sense, you kind of are.
You might be surprised at how well it works.
Until Next Time,
Tyler @ Analytive