The FIRST Step to Writing Ads That Win
Before you even think about writing your ad, you need to spend time thinking about WHO you’re writing to. This requires understanding your product and who it appeals to. It also means taking some time to think about the person who would buy your product and what they are searching for. After all, they took the time to turn on their computer, open up a browser and type in a search query.
Let’s look at an example. If you had a product for babies, you obviously would not write your ads for infants. First, they don’t read, but more importantly… they don’t make buying decisions! But their mothers do. Or their grandmothers.
Now here is where it gets interesting. You would use different words in your ads for mothers than you would for grandmothers. To appeal to a mother, you might use terms like “nurture,” “care for,” or “protect.”
Whereas with grandmothers, words such as “treat,” or “spoil” are more likely to trigger the buying emotion.
That’s why it’s of utmost importance you know your audience. And why your first step should be to know who you are targeting.
I like to create small character studies of the one person I’m writing my ad for.
“Linda is unhappy about her weight. She’s tried to lose weight before, without success. It’s affecting her social life because she doesn’t want to go out for fear of being ridiculed. She’s seen other people lose weight, so she knows it’s possible if she can find the right program.”
Notice that I gave her a name and some emotional characteristics to help me get a clear picture of who she is, what her problem is and how to reach her.
Taking the time to do this one step – preferably on paper – will make writing your ads much easier!