This seems like an obvious question, but it’s one that’s often missed by businesses that get caught up with distractions. With multi-million dollar Super Bowl ads and the common, “I love that commercial!” discussions, the most important thing, results, often gets lost. The most creative ads are seldom the most effective. In fact, many of them are nothing more than a waste of money.
Writing effective copy means communicating the value of your product or service to potential customers in their language. Potential customers need to understand what you have to offer in a way that makes it almost silly not to buy from you. Does it do that?
Here are a few things to consider when evaluating your copy:
- How does my customer view this ad?– What you think of your ad doesn’t matter. It’s not important. You’re not trying to sell your product to yourself, your ad team, or anyone who wouldn’t want to use it. Make sure you’re speaking your customers’ language, not your engineers;, service providers’, or product developers’.
- Is it clear?– Are there any words in the copy that could detract from its meaning? Short, simple words are almost always most effective. It’s not that customers are stupid; it’s just that big words in sales usually breed mistrust.
- Is it concise?– ‘Concise’ means that you convey all of the benefits that your customer needs to make a buying decision and nothing Depending on the product or service, that can mean a few words or twelve pages. It depends on the product and how much your customers need to know before they decide to buy.
- Does it have a clear USP?– A USP is a unique selling proposition. It’s not enough to convince potential customers to buy a product or service. You want them to buy yourproduct or service. Does your copy tell your customers why they should buy from you instead of your competitor?
If you’re not absolutely positive about the answers to these questions, it’s time to improve your copy.