Satisfied customers are your best salespeople. 95% of customers read online reviews before buying a product, according to a study by Brand Rated .
Furthermore, a Smart Money survey shows that 87% of people trust other customers’ opinions the most. Compare that to the number of people who trust industry experts (67%), professional reviewers (48%) and companies or brands (41%).
So it makes sense to use reviews in your advertising.
Take MailerLite cloud-based email marketing solution for example . Their LinkedIn ad is proof that sometimes the best ad copy is already written.
Instead of coming up with a catchy headline, MailerLite uses a customer testimonial as social proof to sell their product.
The review mentions the change from MailChimp, which helps present MailerLite as the better option.
He backs it up with statistics: ” …our open rates increased by at least 50%, and our click rates by 800% . ”
Finally, the review is from a Digital Marketing Director of an established brand. That gives it authority. If someone in that position trusts MailerLite, it has to be worth checking out.
If you’re struggling to come up with good copy, turn to your customers. Their words can be the most powerful sales tool you have.
7. Mr. Leo the Lazy Pom: Show your authenticity
Being authentic in your ads is a quality that can help you stand out. Because even though people are used to being advertised to, they are skeptical of what they see.
Of the 36,000 respondents in an Edelman study on trust , only 8% automatically believe what they see in ads is true. Another 41% said they need to see information repeated once or twice before assuming it’s true.
The result? Make sure your ad copy reassures skeptics and instills a sense of trustworthiness.
Social media influencer Lord Leo the Lazy Pom has a refreshing approach to sponsored content that demonstrates authenticity.
Instead of adding “#ad” to content that otherwise appears organic, creator Nick Sheingold includes the word in his ad copy.
And it explains why Mr. Leo the Lazy Pom is posting the ad.
By acknowledging that this is an advertisement, Lord Leo the Lazy Pom creates trust and respect.
They don’t advertise something because it pays well. They support a product they believe in.
If you like a brand and endorse the product, say so. Accept the fact that it is an advertisement. The public will appreciate it.
8. Earth Shoes: Share your purpose
Footwear brand Earth Shoes’ copy for its Facebook carousel ads doesn’t sell shoes. It sells what its shoes represent.
Why is it important?
Because customers are four to six times more likely to buy from, trust and advocate for brands with a strong purpose.
By selling what it means to own a pair of Earth Shoes, the brand focuses on its competitive advantage.
And use copywriting to attract customers who value purpose.
Buying Earth Shoes means you are buying a sustainable product. More importantly, you are supporting a company that gives back.
It’s a subtle but powerful form of emotional advertising. It appeals to your audience’s sense of pride to make them feel good about themselves and your brand.
9. DuckDuckGo: Distill your profit
Your main advantage is what you do mobile phone numbers better than others. Don’t be afraid to tell the world about it.
The DuckDuckGo web browser ad is a high-quality example of how to find this benefit and condense it into a few words.
Why do some people distrust Google? Because it tracks your activity across all of its products and services.
How can we entice these people to switch to DuckDuckGo? By alleviating their concerns.
” Tired of being tracked on the Internet? We can help .”
Be frank in expressing your worth. As publicist Maurice Saatchi said :
Simplicity is everything. Simple logic, simple arguments, simple visual images. If you can’t reduce your argument to a few crisp words and phrases, something is wrong with your argument.
10. QuickBooks: Use search intent to inspire your text
Search intent is the reason a user types a query into a search engine. They may be looking for the answer to a question, a specific website, reviews of a particular product they are interested in purchasing, etc.
Google Ads allows you to run ads with specific keywords so you can target users based on their intent.
Accounting software brand QuickBooks does this brilliantly. Using relevant ad copy to get clicks.
Google “Freshbooks alternative” and an ad for QuickBooks will pop up.
QuickBooks knows the user is researching new products. Take advantage of the high transactional intent with a savings offer: “ 90% off for 6 months .”
Supporting text also plays on intent effectively. QuickBooks adds more benefits to reduce buyer friction and make the offer more attractive:
- “No contracts”
- “Cancel whenever you want”
- “Save 8 hours a month”
Let search intent guide your search ad text. Find out what the customer wants and give them what they expect to see.
If you have an attractive or limited-time offer, use it when the searcher is ready to act. The right deal combined with the right intent gives you a good chance of conversion.
To find the search intent for your pay-per-click (PPC) campaigns, enter your keywords into Semrush’s Keyword Magic Tool .
Semrush considers four main types of search intent:
- Navigational intent: When someone proper practice makes the young master searches for a specific page
- Informational intent: Search engines want to know more about a particular topic
- Commercial intent: Users do research before making a purchasing decision
- Transactional Intent: The goal here is to complete a specific business transaction
The tool’s results will show you related keywords and the search intent for each of them.
Get keyword suggestions
with the Keyword Magic tool, the largest keyword database on the market
11. Athletics: Tell customers what you are not
Sometimes your most compelling value find list proposition is what you don’t have.
Attract your audience by emphasizing certain features that you remove to ensure a less complicated or stressful – and therefore more enjoyable – product experience.
For example, sports site The Athletic uses the power of contrast to show readers why it is the better choice.