By appealing to people’s aspirations, you show them what they can become. You’re likely to build lasting relationships and keep customers coming back for more.
Curio is a great example of aspirational copy.
The app turns curated content from major publications into narrated audio. Keeping users informed about current events.
His copy is an example of a classic sales technique: Sell the benefits, not the features .
In other words, it drives the outcome of the product more than the item itself.
The text appeals directly to the clients’ aspirations. Curio will help you “become the most interesting person in the room.”
The addition of Apple App Store recognition lends weight to the ad. But it’s the headline that tempts potential customers to take action.
Because?
Because it appeals to people’s desire for status . Humans have an innate need for social validation.
We all want to be the most interesting person in the room.
To create successful advertising copy, dig deeper into your offering. Find out what your customers ultimately want to become or achieve.
For example:
- Curio tells the best journalism. Why?
- So that users can follow the world in motion. Why?
- This way you will always be up to date. Why?
- To become the most interesting person in the room
13. Caliber: Turn ads into a conversation
Conversational writing is a powerful writing style because it’s informal. It feels natural and not like you’re being sold to.
The training app Caliber is a good example of how to win over your target audience with the power of conversation. Here is their Reddit ad :
Reddit users can be a tough audience. When growth marketing agency Ladder ran an advertising experiment on the platform, it concluded that Reddit wasn’t worth pursuing.
There’s no getting around this simple truth. Reddit users are paranoid about ads.
That’s right: Reddit users hate Reddit ads.
However, Caliber’s ad was voted on 6,200 times , racking up more than 2,600 comments, mostly positive.
Here’s how:
Caliber’s ad copy example feels more like an email than a traditional short, snappy ad. But it’s the conversational approach that makes it work.
Simply put, Caliber’s ad doesn’t feel like an ad.
First, Caliber founder Justin Fauci writes in the first person. It immediately makes it more endearing than an ad written like a brand.
The headline also attracts attention by including benefits that readers want to see.
Justin isn’t trying to trick anyone. Instead, he calls out his ad. The fact that he’s an active Reddit user softens the blow. It signals to readers that the ad is coming from a good place.
It also preempts the usual objections, such as how Calibre can be profitable when the app is free.
Then, end with a call to action (CTA) that includes an offer of help.
The personal approach makes Justin and his brand likeable.
What can you learn from this?
That people value honesty and transparency.
Demonstrate these qualities in your ad writing. You’ll establish personal connections and make your ads stand out from the competition.
14. Who cares: Create a sense of urgency
Adding urgency to unimportant tasks special database causes people to do them more often than more important tasks, as research published in the Journal of Consumer Research shows.
So, if you want to increase your conversion rate , add a dose of real or implied urgency to your text.
Who Gives a Crap’s bold branding and personality have helped it grow from a crowdfunded toilet paper company into a multi-billion dollar enterprise .
But beyond the fun content is a brand that knows how to sell.
Their social media video ad copy is a textbook case of how to use fear of missing out to get customers to take action.
The sample ad includes many phrases that express urgency.
- “Last chance”
- “Limited edition”
- “He’s gone forever!”
And the CTA button does the same.
These phrases make customers feel that the item won’t last long, so they need to act immediately.
Experiment with urgency in your ad copy to potentially drive a quick purchasing decision.
15. Campaign Monitor: Less is more
Simplifying your delivery focuses your message and its impact. And a good play on words in your ad copy can go a long way.
For example, BarrettSF’s Campaign Monitor advertising campaign uses only homophones to sell its email marketing product.
This is the gist:
We’re all used to receiving boring emails. high performance web application development We ignore them or delete them. As a marketer, your goal is to create emails that make people “buy,” not say “goodbye.”
Two words that sound the same but have different meanings. Both sell the value of the product.
They also complement Campaign Monitor’s tagline: ” Send emails your customers can’t ignore .”
As clever as the text is, it is also important to acknowledge the artistic direction.
Bold colors and contrasting images highlight the difference between the terms and help the ad attract viewers.
16. Patagonia: Distinctive is memorable
If you want to stand out in a find list crowded market, do what others aren’t doing.
Picture Black Friday. At a time when most brands and retailers are asking you to shop, outdoor clothing brand Patagonia did exactly the opposite.