There are ads that grab your attention, ads that leave you speechless, and ads that are absolutely atrocious – leaving you wondering what the advertiser was even doing. So how can you create text, banner, and visual ads that attract your target audience?
The best way to write successful ads is by putting yourself in your audience’s shoes. How do they feel? What are their pain points? Why are they frustrated? Is there a way you can answer these questions in an efficient and shareable way?
Once you’re in their head, you can write ads that will grab their attention instantly and make them feel comfortable with you and your offers.
A great ad is more than just words.
Tell or create an unforgettable story or experience. Make them feel like they have to read more instead of only wanting to read more.
The following five tips can make your ads more clickable and improve your overall click-through rate…
1. Provoke Curiosity
People are curious by nature and want to learn about subjects that interest us. Starting your ad with a question can help you peak curiosity.
Contradictions in your headline to confuse the reader can also grab attention. A few example headlines you can modify for your own use:
- “How I turned a profit with my business in a recession…”
- “How can you get the top ranked search on Google without spending thousands of dollars on marketing..?”
- “Blogging is dead… or is it? How I drove 130,000 people to my website with a few articles…”
2. Speak In “Benefits” Instead Of “Specs”
Clear benefits lead to increased clicks. Most people believe they can promote their product/service exactly like Apple with a name, a few specifications, and a price tag. However, you’re probably not spending $1,800,000,000 per year on marketing like Apple is.
By providing a clear benefit in your headline and in the contents of your image/video, people will click on your ad to find out how they can benefit from what you are offering.
Imply that they will learn something new or simplify their life in a way that may give them a competitive advantage. A few examples benefit-driven ads include:
- “Three easy ways to increase your click-through rate by 30%…”
- “How to convert website visitors into loyal customers and raving fans…”
- “How to work less and earn more…”
Notice that these examples both provoke curiosity and speak of possible benefits.
3. Improve Credibility
Most people like concrete or tangible ideas because they’re familiar and they make sense. “1+1=2” is tangible – you know it’s true. “How much water is in the ocean?” is much harder to answer because there’s no definitive answer.
Include familiar experts and customer reviews to make your headlines tangible and credible. A few examples:
- “Donald Trump Shares How He Won The Presidential Election”
- “Warren Buffet Teaches You How To Win In Any Market”
- “Starting A Social Network: Lessons From The Zucks”
- “Earn Money On Facebook: Hundreds Already Have”
4. Trigger Emotions
People respond to certain words, especially when they trigger specific emotions. The right words will make people click on your ads and take action.
If you’ve ever tuned into an infomercial, you’ll hear and see a steady stream of emotion-triggering words like amazing, incredible, superb, excellent, free, and on and on.
You may hear them say something like, “This amazing supplement will help you feel amazing, look incredible, and make you completely irresistible.”
Who wouldn’t buy that?
A few examples of emotional headlines:
- “8 Incredibly Simple Ways To Increase Sales In 30 Days”
- “10 Free Social Media Tips That Will Generate Leads From Your Blog”
- “Easily Learn A New Language In Just 20 Minutes A Day!”
I’ve compiled a complete list of words that trigger emotions in different niches, and you can download it now – completely free.
5. Set Reasonable Expectations
Over-promising is a sure-fire way to lose sales. Reasonable expectations are essential (and it’s actually illegal to make promises you can’t guarantee).
Avoid promising your customers that you WILL get them to the top rankings in Google for all their keywords or guaranteeing them they’ll lose 20 pounds in 3 days.
You need to provide exactly what you’re promising as soon as possible. For example. offering a ten page course on social media engagement for $99, but making them pay $19 for each additional page after page one is slimy business.
What are some reasonable expectation-based headlines?
- “Voted Best Tacos In Texas Five Years In A Row By Lone Star Magazine”
- “Seven Page Process To Setting Up Your WordPress Blog”
- “Learn How To Recruit The Best Employees On Indeed”
Now that you have a better grasp on ads that clicked, let’s go over how you can create attention-grabbing headlines that convert like crazy.
Techniques to get you started:
1. Brainstorming Headlines. Top copywriters will tell you to sit down with a blank pad of paper and start writing headlines until you run out of ideas.
Just put your pen on the paper and write every word that comes to mind. Don’t stop until you’ve written at least 30 headlines.
Most of them will be horrible, but by doing a complete brain dump, you’ll come up with a few good ones to test.
2. Grabbing A Magazine. Another great way to get ideas for headlines is to go to your nearest bookstore or grocery store and check out the magazines.
Write down the best headlines and article summaries that grab your attention, and use similar wording to create compelling headlines for your ads.
3. Creating A Swipe File. All copywriters create what’s known as a “swipe file” where they save articles, magazine headlines, newspaper headlines, and junk mail.
Create a file folder where you save headlines and articles that caught your attention. You can use an app like Evernote, or use Google Docs (or Word) to copy/paste your links.
Finally, when you’re ready to write new ads, pull out the swipe file for your niche and read through the clippings you’ve collected. After you read through all the clippings, do the brainstorming exercise mentioned earlier – put your pen to paper.
Your brain will be full of ideas from reviewing your clippings, so you should be able to crank out 30 to 50 headlines in a few minutes.