Ad Copy Training
In today’s lesson, I want to talk about super ninja ad copy tips and techniques to help you make good ad copy to land you sales. This is very important in marketing your product or services. So i’m sure your wandering, What is copywriting or better known as ad copy?
Copywriting is the act of writing copy (text) for the purpose of advertising or marketing a product, business, person, opinion or idea. The addressee (reader, listener, etc.) of the copy is meant to be persuaded to buy the product advertised for, or subscribe to the viewpoint the text shares.
Ad copy is like a space shuttle launch. In a way your copy is fuel for your spaceship. Your business is your ship. Think about all of the magazines, billboards, ect and take away the words? What are you left with? Not alot. Pictures don’t get the story told. What makes sales happen and education? COPY or better known as words. There are 3 basic steps to write good ad copy.
Basic Ad Copy Steps:
- Copywriting is the ultimate upside leverage- To leverage means using other people’s money to get the job done. An example of downside leverage, is when you don’t make payments on the loan they come take your stuff. Upside leverage is your advertising and marketing. Let’s say you place an ad for $100. You get a few sign ups. You make your $100 back. Let’s say you change the words in the copywriting. and more people buy, which lands you profit of OVER $100. That’s upside leverage.
- Improve your leverage through testing and tracking – keep doing the things that work. Write two pieces of ad copy. Put traffic in front of this copy and calculate the results.
- The only way to test, is ONE thing at a time- don’t change everything on your ad copy. Change ONE thing. Get enough views on your ad, to know you have a reliable testing champagne. Change ONE thing about an ad, and see if your results are higher or lower.
How to write ad copy that sells stuff:
5 rules to sell stuff in ad copy
- Be the customer – Get inside the customers head. Don’t make your ad copy centered on “you” Some examples of ad copy that is centered around YOU are”welcome to my website, i’ve been in business for xx amount of years. They talk about THEM! You need to make your ad something that a customer wants to BUY. You need to know about your customer, you need to know who how old male female? ect. Write to the customer. If your customer has a headache, you need to be the aspirin. What’ the pain and how can you relive it
- People don’t buy products, they buy solutions- They don’t buy hammer and nails.. They buy holes. What is the solution their looking for?
- It’s all about the customer- Make sure the ad copy is about the customer and not about you! Give them who you are, and why they need your product or service.
- Immerse yourself in the offer- What are you selling them? If your a tailor, and make clothing. People buy “looking good”. What is your specific offer? If your selling tailored suits, your ad could look something like this. “come to my shop, i will tailor your suit, and have it ready in 14 days for $300″. “You have the confidence in knowing your going to look good in your suit, with highly quality fabric and delivered to your home”. Build as much value as you possibly can in your offer.
- Face price to value- What your offer is worth. You don’t want to be the Walmart to whatever your selling, you don’t want to be the cheapest. Describe the value in your product and service. Entice them to want to Invest how much your product or service is to make a profit. They need to know it’s worth that investment?
9 most important things in your ad copy and get them right.
- headline – A headline is ad copy that sells the
copy. It’s in bigger print, and sums up the entire benefit of the sales
piece in one great sentence. Your goal is to have one sale with the headline and to make them want to read the rest of the ad copy
examples:
The maverick investment genius helps falling markets turn into millions of dollars.
What never ever to eat on an airplane
The dirtiest deadliest airline in the whole world.
Trout spoken here, also bass, salmon and bone fish - Write your copy after you fire your inner editor- Write your whole ad out and include all of your main points with passion and enthusiasm, after you fire your inner editor. Don’t second guess yourself while your writing your draft ad copy. Write it even if it’s wrong and don’t EDIT.
- Rewrite for strategy, then rewrite again for style – Strategy is structure for copy. You have a pre ad Attention homemakers how many times have this happened to you. Sub head then the lead (capture interest) Why you should listen to me. here’s how i invested this product.. then the benefits and features,… then your guarantee section. Give them a compelling reason to act now.. (bonuses) Then rewrite for style – Proofread your ad, and see how you can make it flow better.
- Answer all objections – long copy wins almost all the time. Advertising and copy is nothing more than salesmanship in print. When your selling to someone face to face, and you can answer their objections. In written copy, you can’t do that, so you have to anticipate each possible rejection. Interested customers will read through the copy looking for answers to the objections. Which is why long copy wins over short copy. A customer will have time to read it when their interested in that service. Think of it this way, when you wanted to buy a product or service, did you go to that company and thoroughly read before you bought something? Usually before you put your hard earned money up, you want to make sure it was worth your investment. If you go to a website and your not interested in what it’s selling then your NOT going to read it.
- Proof read using this million dollar tool you already have. Your VOICE. Read your ad copy outloud, and in a conversational tone. If you stumble over something as your reading, that’s a clue to rewrite it
- Do a test on a small list. Don’t show it to family and ask their advice, put it in front of a prospect and see if they buy. The ideal list is at least 300 people to be a valid test. Record your results of this “test” run. If you get at least a 1 % response, then you know you have a good piece of copy.
- Proof it one more time. This time look for mistakes. Don’t make big changes
- Test two different headlines in front of two different list, and see which one wins. Be sure it’s with the a different list both the same size in order to get accurate testing results.
- Never ditch the control – Always keep the same message. Don’t change it completely up, if you have to change things, change one thing at a time. If your getting a lower response, then you can create a new control. The ideal success rate is 2 or 3 percent.
