Short answer — You.
I’m sure you’ve probably heard this so many times that it has now become boring to you; but it’s actually true that people buy from those they know, like, and trust.
Depending on the context, this know-like-trust factor can be achieved in 1 hour, 1 week, or 1 year. But irrespective of how long it takes to build, having that credibility is very important to the success of your business.
Sometimes, you might get a referral. That is, someone who knows you refers a client to you. In this case, the new client transfers that trust they have in the mutual contact directly to you. But we’re not talking about referrals in this article; so let’s leave that aside for now.
Back to the question — What makes an ad compelling? Same answer, you.
Ideally, you’re selling to people who already know you in some way. Maybe they’re part of your email list, or they visit your website, or follow you on social media; things like that.
For these kinds of people, you may not necessarily have to come up with a very “compelling” ad; at least for the most part.
If you have a good relationship with your audience & they’re actively engaged with you, all you might need to do is whisper and they’re lining up to buy from you.
But not everyone has such a loyal following or an engaged audience.
So, what do you do when you don’t have a big enough, engaged audience; and you’re trying to sell your products and services to people who don’t know you?
That’s when your ad copy becomes really crucial.
There are lots of different ways to make an ad copy compelling. If you do a simple Google search, you’ll find tons of ideas from business experts.
However, most of the ideas you’ll see online are based on inducing fake scarcity and fear-of-missing-out and similar tactics designed to “grab people’s attention”.
Yes, it is true that in business, there’s got to be some kind of selling. You need to get the word out there, let people know what you do, and invite them to work with you.
But can this selling process be a bit more quiet? And even authentic? Can you do it in such a way that you don’t have to use fake scarcity and related schemes?
Specifically, is it possible to write a compelling ad copy to a cool audience and still stay authentic at the same time?
Here are some tips to help you write an ad copy that has a higher probability of conversion with cool audiences:
1). Don’t assume: Write your copy as if everyone seeing the ad is hearing about you and your work for the very first time.
Even if you’ve been consistent with your content creation & distribution, don’t make the assumption that everyone seeing your new ad has also been seeing your regular articles.
Therefore, don’t make reference to things like: “As I said the last time” or “As we discussed in the previous course”…
They don’t know your previous course and they don’t know what you said the last time. So write copy that speaks to everyone.
2). Make it comprehensive (don’t worry about the length): If you’re going to sell an idea, product, or service to someone that knows nothing about you, then you need to give them sufficient details to be able to make an informed decision.
Don’t worry about the length of your ad copy.
Yes, you don’t want to write something that’s 10,000 words long; but also you’re not under any pressure to stop at just 300 words or 500 words.
Take a look at this example. It contains about 1,000 words; and you can see how detailed & comprehensive it is.
Nothing is left out & whoever seeing this sales page as an ad has just 1 decision to make — to buy or not. They don’t have any further questions; they’re not left wondering what the course is about, and everything is clearly stated on that page.
3). Have a clear “what” and “why”: It’s very important to give a very detailed description of exactly what the client is going to get; and why it matters.
If you’re selling a course, or a coaching session, or whatever else; be as specific as possible.
This is an excellent example of good copy. See how there’s a step-by-step break down of everything that will be covered in the course; as well as why it is important to take the course.
And then he goes a step further by providing the exact discussion topics for each session; and showing you how you’ll be able to directly apply the course material to your everyday real life.
If you’re vague in your writing, no one will understand what you’re saying & there’s no eagerness to purchase from you.
4). Provide a clear description of who the training is for: No matter how wonderful your product or service is, don’t tell us that this training is for EVERYONE.
Saying it’s for everyone gives the impression that it’s not for me exactly; and so I don’t see a need to buy whatever you’re selling.
Even if it’s true that many different people can benefit from the service or program, you still need to find a way to present the information so that each person can see themselves in that description — taking the course as an individual, and not just like “everyone”.
5). Tell a story: Human beings love stories — we see ourselves in someone else’s story; and that’s the best way we connect with each other.
By telling a story, someone in a similar situation will see the ad & go like, “Yes, that’s exactly me right now.”
In this example, George tells his story; and then ties it back to the current course he’s selling.
Stories are very powerful; especially when told in the first-person… cos that means you went through that situation yourself.
And guess what we’re all looking for? Someone who’s been there, done that; with scars to show for the battle; and has a real story to tell us.
Got any questions you’d love for me to answer or write about in the next post? Email me: [email protected]