Creating Compelling Ad Copy for Your Small Business

There’s nothing like really great ad copy when it comes to selling your product or service. Want to stop someone mid-scroll? Want to hold their attention for several minutes, or get them to follow your business’s social media page? Tell a story. It’s one childhood habit that we all just can’t seem to shake. It’s what keeps us watching movies, consuming literature, and appreciating art forms. Where there’s a story, there’s intrigue. Possibility. Emotion. 

For an ad to truly be successful, you need two things: a high-quality visual, and compelling ad copy. We’ve already covered the design side of ad creation, so today, our focus is on the written word! Below are a few simple tips you can use to ensure your copy lands you clicks, followers, and customers. 

Know your audience...and speak to them. 

When you create a social media ad, several platforms will allow you to select your target audience. Facebook and Instagram both allow you to select options such as: 

• Male or female audience

• Age

• Nationality 

• Interests.

Tailoring your ad copy in a way that speaks to your target audience -- and then funneling your ad directly to them -- sets you up for the greatest odds of success. To write most effectively, picture speaking to just one member of that audience the way you might on a sales floor. Make it personal, make it persuasive. Ultimately, you’re not throwing thoughts out into a void; you’re addressing a very specific person who would benefit from your product or service.

Make your copy compatible with your graphic.

This is where it’s so important to use a professional, relevant graphic that promotes and supports your ad copy...and vice versa. Your ad copy and graphic should go hand in hand. Using a low-quality photo will make your copy less effective than it would be if paired with a high-resolution image, especially when you’re competing in a space with thousands of other businesses. Grab your audience with a great graphic, and hook them with compelling copy.

Keep it short, sweet, and to the point.

*explain what you’re offering, how it benefits them, and what they can do

Ads are supposed to be bite-sized. What does that mean? Well, for starters, you can’t throw everything and the kitchen sink into your ad. Good copywriting doesn’t rely on a ton of content, it relies on the right content.

To ensure your copy gets the job done, make sure that it clearly states what your product or service offers (and what makes it unique), how it will benefit your audience, and what your audience’s next step should be. This can be achieved by developing a clear call to action (CTA) for your ad, which will prompt consumers to visit your website, purchase the product, or sign up for that class.

Basically, whatever your reason is for running an ad campaign should be shared with your target audience through your ad copy.  

Use sensory language, or language that evokes emotion.

Sensory language, or language that evokes emotion, transports your audience to the setting of your choice with a vivid image and description. If they can taste the cupcake, smell the candle, or feel the softness of the fabric, they’re already halfway there.

If your ad copy paints a clear image for a potential customer about how your product or service might enhance their life (or even daily routine), you’re that much closer to engagement, interest, and -- yes -- sales. 

So what are you waiting for? Start crafting and sharing the story of your brand with amazing ad copy! Whether you put in the time to write it yourself, or hire a professional copywriter to do the job for you, it’ll be well worth the investment when the sales start rolling in.