Or\u2026.<\/p>\n
\u201cBoost your small business sales, even if you\u2019re working <\/strong>with a tight budget. Download this free ebook with 5 proven ways to successfully utilize paid and organic marketing channels to maximize business revenue.\u201d<\/strong><\/p>\n I\u2019m fairly confident that you\u2019ll choose the second option. Why?<\/p>\n It has to do with my strategic word choices in the ad copy.<\/p>\n For instance, in my second ad copy example, I used the word \u201cboost\u201d– a power word that elicits an emotion better than the words \u201cincrease\u201d or \u201cimprove\u201d.<\/p>\n I also made my call-to-action (CTA) clear in my second ad copy example by saying \u201cDownload this free ebook\u201d instead of \u201cGet a free ebook\u201d.<\/p>\n While you may think that writing copy for an ad is a skill reserved only for copywriters and content marketers, I\u2019ll show you some tangible ways to optimize your ad copy for maximum lead conversions.<\/p>\n Let\u2019s start off by optimizing the words and phrases within your ad copy.<\/p>\n In order to win the attention of a potential lead in as little time as possible, you\u2019ll need to use words and phrases that are persuasive and attention-grabbing.<\/p>\n According to Copyblogger<\/a>, the five most persuasive words in the English language are:<\/p>\n These words are extremely effective because they simply and clearly convey what actions you want a potential customer to take. These words, however, aren\u2019t the only ones that can prompt an action. Here are a few persuasive words and phrases you can use in your ad copy to improve conversions.<\/p>\n We\u2019ve all given into the fear of missing out (aka FOMO). To spur potential customers into action, use words and phrases that imply that an offer or product is in short supply or will not be available soon in your ad copy. These words are perfect if you have a time-sensitive sale or limited products.<\/p>\n Photo Credit: Milled<\/a><\/p>\n Give potential users the V.I.P. treatment with these words and phrases that imply exclusivity. You can offer a service that is for \u201cMembers only\u201d, share content with users who choose to \u201cBecome an Insider\u201d, or send \u201cExclusive Offers\u201d to customers who submit their email address. These words are perfect for companies with subscription, membership bots<\/a> or membership services. Here are a few more examples:<\/p>\n Photo Credit: Advertising Age<\/a><\/p>\n If you want to turn viewers into new subscribers, we have a few words and phrases that will encourage them to sign up or join a group. This works especially well if you want users to join your email list, become a paying subscriber, or in some cases, grow your social media following. Here are a few examples:<\/p>\n Photo Credit: Moat<\/a><\/p>\n As I mentioned before, \u201cFree\u201d is one of the most powerful words in the English language because, well, who doesn\u2019t like free stuff! If you\u2019re an e-commerce or SaaS business, a great way to encourage people to convert from your ad is to add an extra incentive, like a \u201cFree gift\u201d or \u201cAn extra 10% off your first purchase\u201d.<\/p>\n You should note, however, that by offering something for free, you may attract lower-quality leads who are less likely to become revenue-generating long term users. If you\u2019re shying away from offering something for free, here are a few other incentivizing words and phrases you can use:<\/p>\n Photo Credit: Moat<\/a><\/p>\n Often times, the driving force behind conversions is inspiration or positive motivation. If you have a product or a company that is aimed at bettering the lives of others, consider using some of these powerful words and phrases in your ad copy to spur users to action:<\/p>\n Photo Credit: Getting Attention<\/a><\/p>\n To establish a positive brand image (how customers perceive your product or brand), you need to establish trust with new and current customers. This may involve explaining why your product is the most secure option available or giving customers the option to cancel their subscription or return your product if they\u2019re dissatisfied. To convey that your brand or product is trustworthy and secure, consider adding a few of these words or phrases to your ad copy:<\/p>\n Photo Credit: BVK<\/a><\/p>\n These are a few words and phrases you can use to elicit powerful emotions and imagery that will improve the likelihood of a viewer converting from your ad. However, it\u2019s important to note that you should you choose words and phrases that will resonate specifically with your target audience.<\/p>\n Don\u2019t know what your audience will respond it? Test A\/B test your ad copy<\/a> variations based on your target audience and the ad platform<\/a>.<\/p>\n Now, aside from specific power words and phrases in your ad copy, there are also conversion tactics<\/a> you can apply to your ad copy that can also help your improve your overall conversion rate. Here are some specific, actionable conversion tactics you should try.<\/p>\n Remember, you have about 6-8 seconds to grab someone\u2019s attention, so some of the most effective ads are straightforward, simple, and super-truncated. Let\u2019s take a look at this ad from Boxed, targeting potential customers.<\/p>\n Photo Credit: Pinterest<\/a><\/p>\n Immediately, in the first few words, Boxed explains that they\u2019re offering \u201choliday deals\u201d, which a lot of shoppers are looking for around the holiday season.<\/p>\n Secondly, Boxed follows up with a very compelling incentive: \u201cSave on bulk grocery & household essentials and your fave gifts.\u201d This ad copy is short and tells you what you need to know in as little time as possible.<\/p>\n \u201cBut what about the sentence you used at the beginning of this blog post. It\u2019s also short. Why is it still a bad option?\u201d<\/p>\n Great question! Let\u2019s have another look.<\/p>\n \u201cGet a free ebook on how to increasing revenue with a tight budget.\u201d<\/p>\n Although it is short, it doesn\u2019t tell you much, like how the ebook will help increase your revenue.<\/p>\n \u201cBoost your small business sales, even if you\u2019re working with a tight budget. Download this free ebook with 5 proven ways to successfully utilize paid and organic marketing channels to maximize business revenue.\u201d<\/p>\n In my second example above, I explain the how: \u201cwith 5 proven ways to successfully utilize paid and organic marketing channels…\u201d Therefore, you have to do more than making your ad copy s, but also shares essential information with the reader is the key here.<\/p>\n Extraneous copy, or copy that gets to the point in the wrong way, only gets in the way of clicks. Creating confusion with your copy is a bit of friction in the process that you have a high degree of control over. To avoid this problem, try to cut down on your use of unnecessary and redundant words or phrases. Here\u2019s an example:<\/p>\n \u201cIntroducing Maggie\u2019s Handcrafted Scarves! Each and every scarf has exactly the same, heat-retention material and comes with a free gift. Now, our gold scarf is currently available for sale. Place your order today!\u201d<\/p>\n While the ad copy above makes sense, we can make it clearer and concise by eliminating some redundant words, highlighted in red. For example, we can shorten \u201ceach and every\u201d to \u201ceach\u201d. We can also eliminate the word \u201ccurrently\u201d since it is preceded by the adverb \u201cnow\u201d. With these changes in mind, a shorter version of this ad copy looks like this:<\/p>\n \u201cIntroducing Maggie\u2019s Handcrafted Scarves! Each scarf has the same, heat-retention material and comes with a gift. Now, our gold scarf is available for sale. Order today!\u201d<\/p>\n It\u2019s incredibly important to include one, focused call to action (CTA) in your ad copy, even if you have a CTA button included on the ad itself. The CTA should begin with a verb that prompts an action, like \u201cSign up\u201d or \u201cDownload\u201d.<\/p>\n \u201cIntroducing Maggie\u2019s Handcrafted Scarves! Each scarf has the same, heat-retention material and comes with a gift. Now, our gold scarf is available for sale. Order today!\u201d<\/p>\n When you write ad copy, don\u2019t think about writing for the thousands of people who will see your ad. Write specifically for one potential customer in your target audience. In practice, this means including specific details within your ad copy. As an example, here\u2019s ad copy from an imaginary B2B SaaS company who wants to target IT managers:<\/p>\nPowerful Words and Phrases That\u2019ll Improve Lead Conversions<\/h2>\n
\n
Words and Phrases That Make Good Use of FOMO<\/h3>\n
\n
![\"Schermata](\"https:\/\/d3pef22pb68mhq.cloudfront.net\/wp-content\/uploads\/2018\/02\/26213732\/Schermata-2018-02-26-alle-22.36.27.png\")
<\/p>\nWords and Phrases That Implies Exclusivity<\/h3>\n
\n
![\"Schermata](\"https:\/\/d3pef22pb68mhq.cloudfront.net\/wp-content\/uploads\/2018\/02\/26213851\/Schermata-2018-02-26-alle-22.38.14.png\")
<\/p>\nWords and Phrases That\u2019ll Ramp Up Sign Ups<\/h3>\n
\n
![\"Schermata](\"https:\/\/d3pef22pb68mhq.cloudfront.net\/wp-content\/uploads\/2018\/02\/26214037\/Schermata-2018-02-26-alle-22.39.17.png\")
<\/p>\nWords and Phrases That Offer an Extra Incentive<\/h3>\n
\n
![\"Schermata](\"https:\/\/d3pef22pb68mhq.cloudfront.net\/wp-content\/uploads\/2018\/02\/26214104\/Schermata-2018-02-26-alle-22.39.46.png\")
<\/p>\nWords and Phrases That Inspire and Motivate<\/h3>\n
\n
![\"Schermata](\"https:\/\/d3pef22pb68mhq.cloudfront.net\/wp-content\/uploads\/2018\/02\/26214321\/Schermata-2018-02-26-alle-22.42.04.png\")
<\/p>\nWords and Phrases That Convey Security and Trust<\/h3>\n
\n
![\"Schermata](\"https:\/\/d3pef22pb68mhq.cloudfront.net\/wp-content\/uploads\/2018\/02\/26214452\/Schermata-2018-02-26-alle-22.43.37.png\")
<\/p>\nActionable Conversion Tactics for Improved Lead Conversions<\/h2>\n
Create Clear and Succinct Copy<\/h3>\n
![\"Schermata](\"https:\/\/d3pef22pb68mhq.cloudfront.net\/wp-content\/uploads\/2018\/02\/26214525\/Schermata-2018-02-26-alle-22.43.52.png\")
<\/p>\nCut down on Unnecessary and Redundant Words & Phrases<\/h3>\n
Include One Focused CTA<\/h3>\n
Write for One Specific Person in Your Target Audience<\/h3>\n
![\"Download](\"https:\/\/d3pef22pb68mhq.cloudfront.net\/wp-content\/uploads\/2020\/04\/23164822\/facebook-hacks_black.png\")
<\/a><\/div>\n","protected":false},"excerpt":{"rendered":"