3 Key Ingredients Of Great Ad Copy

When you’re marketing online, the very first thing a potential customer will learn about you comes from what is said in your ad. This is the first of many pivotal moments where you must earn their attention and entice them to take the next step.

In order to inspire a potential customer to take the next step and click, your ad should contain the following 3 ingredients:

  1. A Unique Selling Proposition
  2. Your Offer
  3. The Call to Action

Unique Selling Proposition (USP)

Your USP is what makes you different than the competition. It’s what helps you connect with potential customers on an intellectual and/or emotional level with something they value. Think through what makes your business unique and write those qualities down.  Here are a few examples:

  • Example: “We are the only all Vegan pizzeria in Los Angeles”
  • Example: “Voted best pizza in Los Angeles by the LA Times”
  • Example: “Serving Los Angeles since 1908”

Each of the short sentences above points out something unique which may resonate with a potential customer. Someone may want to learn more because they see longevity as a sign that you are trustworthy, and having been in business “since 1908” peeks their interest.

Your Offer

What are you specifically offering that may be of value to them?  Do your potential customers want a discount? A free sample? A free consultation?  Here are a few examples:

  • Example: “Receive 50% off your 1st pizza”
  • Example: “Receive a free 20oz drink with your purchase”
  • Example: “Discover all the benefits of eating vegan pizza”

The best answer for your own business comes with research, but from our knowledge of digital marketing we know offers which commonly succeed include something a potential customer can get without making a serious investment (of either time or money) in your business.

The Call to Action (CTA)

What next step do you want the potential customer to take? Visit your landing page? Call your phone number? This third component tells them what to do next. Here are a few examples:

  • Example: “Easily order online”
  • Example: “Visit our new downtown location”
  • Example: “Learn more on our website”

Notice the language of the CTAs above. They’re written softly, not commanding the potential customer, but enticing them to follow through with the CTA. Consumers don’t want to be bullied or sold to, they want to be valued and feel that the decision is theirs to make.

Put them all together

Let’s pick one of each of the above ingredients, knead it a bit and see what we come up with:

Rose’s Vegan Pizza: the only Vegan pizzeria in downtown LA.
Visit our new downtown location & receive 50% off your first pizza!
The ad above makes it seem simple because we’ve done some planning and included the 3 key ingredients. However, writing great ads that sell takes practice, more practice and then some more practice. If you’re interested in learning more, or speaking to a marketing expert, give us a call or send us an email for a complimentary 30 min. consultation.
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