Writing online advertising that works
Online advertising is the best way for us to increase brand awareness and reach our target audience.
Online advertising is the best way for us to increase brand awareness and reach our target audience. So how do the best in the business get by? What we write in advertising copy isn’t just about what it says. It’s about what it signifies. So here’s an overview of things to remember when writing advertising copy:
1. Short lists
Listicles are the new articles. Because of our short online attention span, it’s the easiest and quickest way to learn, teach and advertise online. How-to guides are our go-to for internet marketing. Whether it’s in an email, blog or social media post, the “listicle” cuts straight to the action of what you are saying and retains readers until the very end.
2. Use simple language
Avoid long and unnecessary words. Long paragraphs and sentences over 25 words confuse target markets and can confuse easily. The shortest way from A to B is in a straight line and online advertising is no exception. Simple, clear language allows readers to digest instantly what we say and using the active voice lets us do this. The active voice sounds like this: “Responsive web design in Brisbane helps your business grow.” The passive voice takes longer and sounds like this: “Your business will be growing when you use responsive web design.”
3. Sell the sizzle, not the steak
This is all about connotations and signifiers. If we only ever say “Buy this, now!”, we sound like infomercials and stocktake clearances. For a large-scale company, this rarely happens. Ever wonder why great online advertising shows someone relatable to us and in the same position as us? It shows us enjoying their product and how our lives benefit from us buying it. Almost like we become new and improved versions of ourselves.
4. A picture’s worth a thousand words
Our endless streams of entertainment mean we are often looking at two screens at once and are constantly changing channels and platforms. We’re like rare birds; we are attracted to pretty and interesting things and we scare easily. When people hear information, they’re likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later. (Source)
iFactory is one of Brisbane’s leading digital and creative agencies. They are an award-winning company that helps you tailor digital solutions to your target audience and the needs of your business. Progress your online presence and drive your business further by contacting iFactory today.
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