So you’re here because you’re wondering how you can turn your ad copies from eh-it’s-alright to GREAT! I promised you five ways to make great ad copies on the title, and I’m here to deliver. Let’s start with the most common advice writers give…
1. Write Concise Texts
If you took an English or writing class, your instructors have undoubtedly drilled this mantra into your brain: write concise texts! Get to the point! No fluff! Good news: those classes paid off. This rule does not only apply to your college essays—it also applies to ad copies.
Because Facebook users, quickly scrolling through their news feeds, are impatient, it is imperative that you keep your text concise. A long paragraph about your product will not attract their eye. In fact, it might just bore them. Instead, write concise texts that details exactly the product or service you’re promoting or the action you want your reader to take.
Keeping your texts concise not only forces you to get straight to the point, but it also provides a clearer and easier-to-read message for your audience. Furthermore, shorter headlines and descriptions grab attention and will most likely result in engagement, may it be in the form of clicking to learn more, to sign up, or to subscribe.
If you don’t believe me on this, maybe you’ll believe AdEspresso’s Data Analysts who, upon analyzing 111,018 Facebook ads from AdEspresso Facebook Ad Gallery, found that the most popular headline length is 4 words and the most popular description is 15.
2. Use Personal Pronouns
Data from AdEspresso also show that the most popular terms used are “you” and “your.” The popularity of using personal pronouns come to no surprise. After all, how horribly awkward it would be to come across an ad that said, “One must download this ebook now if one wants to learn all about Facebook advertising!” or “People should download this app if they want to stream shows for free!” These two examples are impersonal. If you want to draw attention, you want to refer to your audience with a personal pronoun.
Using personal pronouns such as “you” and “your” creates a closer connection with your audience because you are speaking directly to them. Doesn’t the word “you” call to mind an image of a person pointing a finger at you? Aren’t you more likely to stand at attention with that image in mind? When people hear “you,” they are more likely to react or become attentive as these words naturally prompt them to think about their name or themselves.
3. Use God Terms
The other popular words Facebook advertising agencies use in their copies are the words“free,” “now,” and “new.” The common use of these terms is also unsurprising.
Terms such as “free” and “new” are called god terms in rhetoric, a term that cannot be argued against, that automatically gives a phrase positive meaning. For example, no one would say they are against freedom, progress, or love. Same goes for the word “free” and “new.” No one would say they hate free or new stuff.
Although not a god term, “now” is a good word to use as your CTAs such as “buy now,” “click now,”or “subscribe now.” This word creates a sense of scarcity and urgency in the readers’ mind, prompting them to take action before the opportunity passes.
4. Use Positive Language
Data also show that Facebook advertising agencies also commonly use positive language in ads. A copywriter writing an ad with positive language would write “Play now and get the chance to win $1,000.” Here, the word “win” creates a positive tone. After all who doesn’t want to win? What kind of fool would miss this opportunity?
An example of negative language, however, is “Buy clothes for cheap at greatdeals.com.” The word “cheap” contains negative connotations as people often associate the word with lower quality products. To turn this into positive language, use “inexpensive” instead of “cheap.” While the word “cheap” only smells trouble for readers, the word “inexpensive” smells like a great deal.
Always use positive language. In your reader’s mind, positive language equals benefits.
5. Be Concrete
People prefer concrete language over vague language as it gives them a certain picture in their head. For example, “We helped 100,000 people pay off their loans” is more effective than “We helped many people pay off their loans.” The former example provides hard facts rather than generalizations. While people can easily imagine a huge crowd with the number 100,000, they cannot do that as easily with “many.”
So whenever you can, use numerals, specific names, and even descriptive words to present the perfect concrete evidence for your ad copies.
Now that you’ve learned five ways to make great ad copies, I urge you to implement these tips as you craft your ads. See if it works for you and tell me all about it on the comments section below!