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How To Write Online Ads That Sell

A good advertisement is one which sells the product without drawing attention to itself” – David Ogilvy. Although advertisers understand the importance of adverts that seamlessly sell, many often face writer’s block when writing these ads. Here are 5 tips that can help marketers create ads that push your consumers across the sales funnel.
  1. Include major benefits in the headline.

    Consumers always focus on their own self-interests and there’s no better way to intrigue these individuals than showing product benefits that resonate with their needs. To effectively entice your audience with a benefit-oriented ad copy, you have to ensure your benefit is shown explicitly and clearly. An example would be “Reduce Your Car’s Fuel-Consumption By 60%.” In addition, you can use discounts or savings to attract your consumers. An example of an effective discount-oriented headline would be “Save 50% On Your Next Purchase With This Coupon.” Although this copy is arguably generic and plain, it’s straightforward and delivers its message perfectly to the audience.

  2. Add an image to portray the benefit.

    According to a HubSpot, people process visuals 60,000 times faster in their brains than text. Moreover, 40% respond better to visual content better than plain text. In addition, blog posts with video content attain 3 times more inbound links than plain textual blogs. By acknowledging the influential power of visual content in increasing consumer engagement, you can start meticulously select an image that best portrays your product benefits. An example of such advert is the Audi S8 ad copy. While the image is simple, it seamlessly focuses on the speed and exterior design of the vehicle. Another effective way to amplify your product benefits through visual content is by using a before-and-after shot. This allows you to precisely showcase how useful your product is in resolving your consumers’ issues. 

  3. Use your lead paragraph to expand on your headline’s theme.

    Your lead paragraph should further portray the usefulness of your product or service by telling a story or showcasing facts. For instance, if your headline says “Reduce Internet Cost Up To 30% By Switching To Telus,” your lead paragraph can say “The Internet is now a commodity in today’s society. We use it for work, school, and communicating with one another. However, the price we pay for it is often through the roof. If you have that issue, we’re here to help.” With this passage, you can solidify your product benefits and in turn, increase your audience’s interests.

  4. Develop an easy-on-the-eye layout.

    The graphics elements of your ad will impact your readership significantly. Generally, you copy should be uncluttered and move logically from headline and visual to body copy to logo and address.
    Here are 5 factors that can improve your ad’s appeal:

    • Use one central image.
    • Set the headline in large, bold letters.
    • Write short paragraphs to increase readability.
    • Use a short lead paragraph that’s no more than 3 lines.
    • Have a vast amount of white space, or blank space, to make your copy seem uncluttered.
  5. Ask your audience to take action.

    Once you complete the approaches above, it’s time for you to ask your audience to engage in the most important action: buy. To ensure your consumers understand the action clearly, you have to display call-to-actions. Examples would be “Purchase the new HTC One Max for 20% OFF at Best Buy today” or “Buy a pair of Nikes and get the second one half price at Champs.” These messages are clear and show the audience exactly which steps they need to take going forward. Moreover, you can display your website URL, retail address, phone number, or email address to make sure the shopping process is seamless.

Effective ad copy remains a prominent tool in the advertising world. Regardless of whether it’s Web 2.0 or 3.0, appealing ads are what drive company revenues and push consumers through the purchasing funnel. With the 5 approaches above, you will be able to successfully grasp more consumers’ attention and encourage them to use your products or services.