Copywriting

The Art of Copywriting.

1. “Start by considering your tone of voice, which should be a reflection of your business’s personality. Is it funny? All business? Adventurous? Every business has its own identity and, the more authentic you are, the more effective your ads are likely to be. Be yourself and be consistent.

2. “Remember that people scroll through Facebook quickly, so lead with your most important message. There are also a variety of different ad formats, with different specifications for each. Stick to the important information and pay attention to the character count limit (for ad specs click here). Get the good stuff in before the text is truncated and if you have a specific action you want, be sure to make that part of the ad. For example, Visit our store, Call for a free quote, Check out our website, etc.

3. “Consider talking about things in terms of your customer’s mindset and what might appeal to them emotionally. Put yourself in their shoes and ask, ‘What would make me like this business? Why would it appeal to me?’

4. “Be overt. Don’t make people have to work to figure out what you do. Look at some of your ads and ask yourself, “If I’d never heard of this business before, would I understand what they do?” If you’re a florist in San Francisco, don’t write 'People of San Francisco love us’ and place it next to a picture of flowers. Instead, say something like, “We deliver locally grown flower bouquets anywhere in San Francisco…by bike!”

These tips are not meant to make you a world-class copywriting expert, it’s to get your thought process moving in the right direction. Or, so that you have a good reference point if you hire someone else to write your ad copy.