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Learn how to write Powerful marketing ad

 We ignore a lot of ads that interrupt us while watching our favorite series on TV, YouTube, or browsing social media, while we continue watching some ads and maybe save the song contained in them or use the comics used in them, so what makes us refrain from reading or watching one ad while accepting the other? There is no doubt that the secret lies in how to write ads, which is what this article addresses by reviewing marketing advertising models, which help us write a successful ad that achieves the goals of the product or service.

What is copywriting?

Copywriting is writing persuasive messages that urge people to take a certain action, a skill in addition to being a field of work to write promotions and marketing materials for products and services, with the aim of convincing people to take a certain action whether buying a product or service, subscribing or pressing a certain button or donating.

A good ad is an ad that has been written and designed to connect emotionally with the target audience, persuading them to buy a product or service, by creating a desire to acquire it and a sense of its value, not just stacking keywords. Your audience doesn't care how well you use keywords, but about the way your product or service solves their problems.

The way the ad is written and the number of its words vary depending on the type of media we advertise, there are print ads whether in newspapers, roads, or posters, and audio, visual, and third ads on social media. Advertising on the Internet and social media vary from platform to platform, as YouTube advertising is different from Facebook, Google, Instagram, and others, where each medium determines its own set of criteria, whether in the number of words or the size of the image and others.

So how to write a successful ad that achieves an increase in the number of sales, if you know that:

• The percentage of digital ads blocked in 2014 was 41%.

• 90% of TV viewers reported skipping ads.

• 8% of people reported that they are interested in online advertising, 16% in radio ads, and 14% in billboards, while ads in apps and games decreased by 5%.

Where do we start writing a marketing ad?

First: Know your audience

Learn how to write Powerful marketing ad

The first step before writing an ad is to know the target audience, the success of the ad depends on the targeting, you should know what is important for your target audience. Know your audience well to know the advertising message you will send them, and remember that you are not writing advertising for the owners of the company but for the target audience, so it is important to know the ideal customer for your company in terms of age group, gender, economic and social status, geographical area, etc.

And then knowing their language and the tone you're going to speak to them, and then writing an ad that addresses your audience directly, we usually pay attention to ads that talk to us directly, offer solutions to our problems, or offer entertainment. There are some ways to help you know your target audience, including:

• See websites that advertise products similar to yours, and learn about the language used.

• Look at as many marketing materials as possible for competing brands, and see what makes some of them more effective than others, and what offers they offer.

• Listen to potential customers on various social media, and what they say in comments and reviews of products and services.

• Talk to your customers directly if available.

Before writing a marketing ad for a product, identify who your customer is

• What character do you want to take to attract the customer?

• Write an emotional advertising message from that character.

• Focus on the benefits, not the advantages.

• Tell the audience how your brand will change their lives.

• Use you to craft the ad, and make your ad personal.

• Use the fear of loss or exclusion, and use countdown timers.

• Know that people are driven more by fear of loss than by the desire to profit.

It can be difficult to pinpoint the target audience accurately, but it is preferable to create a fictional character for the target audience that includes age, gender, location, hobbies, income, level of education, who they trust, who they love, what they hate, what they read and watch.

And don't forget to pay attention to customer response, it's a good idea to take the position of your customers when writing an ad, put yourself in the shoes of your potential customer and think through it, and then write your ad.

Second: Set your goal

Select the goal for which you write the ad, do you want customers to buy, share, book, etc?

Third: Conduct the necessary research about the product or service

Before you start writing an ad you have to do the necessary research to find out what product or service you will offer to customers, what are its advantages, and what problems will you solve for customers. And what distinguishes you from competitors? And what are the reasons why customers will buy your product? Develop specific answers to these questions, supplementing them with research and scientific statistics that support them, if any.

Fourth: Understand the rules of sale

When writing an advertisement, keep the three selling rules in mind:

1. People do not like the idea of selling

People usually don't like the idea of being sold to them, so don't write the ad in direct selling to your customers, but understand their expectations and language and start from them, offer them the product or service in the form of solutions to their problems.

2. People buy for emotional reasons and not rational

People usually buy products for emotional reasons, which is why effective advertising addresses the desires and feelings of the potential customer and makes him want to buy the product on an emotional level, and there are a set of emotional stimuli that advertisers have relied on since ancient times, including fear, greed, vanity, pride, lust, envy and laziness, in addition to addressing the positive emotions of your audience such as curiosity, optimism, love, and trust.

According to research conducted at Harvard University, 9 out of 10 consumer purchases were driven by passion, which proves why the emotional response is important when writing marketing ad models.

3. Once sold, people need to satisfy their emotional decisions with logic

People usually like to satisfy their emotional decisions made to buy with logical ones that add value to the product or service. So keep in mind when writing an ad that once a potential customer has made the decision to buy your product, provide them with rational and rational reasons to boost the motivation to buy the product.

Fifth: Talk about the benefits, not the advantages

When writing marketing ad templates, talk about the benefits your product will offer to the audience and not the features, and as Calvin Klein puts it, the only way to advertise is to "not focus on the product."

Sixth: Start your ad strongly

If your ad is not strong enough to attract the reader from the beginning it will be a failed ad, the strength of the ad is concentrated in the title and introduction, make sure that your ad contains the main benefits of the product or service and the values from which it starts. Experts recommend that the editorial of an ad be between 10% and 30% of the total ad, and should include a big idea and a big promise to your customers. Use clear and personal language when writing an ad.

"No one with a college education should write an advertisement for a mass market," said Claude Hopkins, meaning that the language used in the ad is the language of the audience, not a difficult language.

Seventh: Conclude the declaration with a call to action.

Conclude your ad with a call to action (CTA), as the audience likes to tell them what to do directly. For example, you could ask your audience to click on a specific link, buy a product, schedule a consultation, enroll in a course, etc.

For your ad to get the desired results, it must include a strong statement urging customers to take action, whether to buy now, book or call, so that the action you want is thoughtful and specific, be sure to write an ad that increases your conversion rate.

• Some studies suggest that when a call-to-action sounds like buttons, there's a 45% increase in clicks.

• There's a 371% increase in clicks on emails, which include a call to action, and a 1,617% increase in sales.

How to write a call to action

• Start with powerful words like "Join, Connect, Discover, Share."

• Include the necessary contact details such as phone number, email, website, and others.

• Motivate customers to take action through offers.

• Provide a reason to take action.

• Use numbers.

• Create a sense of urgency, for example, a 30% discount for the first 20 customers.

• Use alliteration, similar words, and emotional language to elicit an emotional response in the reader.

How to write an ad for a product?

Learn how to write Powerful marketing ad

To write effective marketing advertising templates, you need three elements:

• 1. Convincing presentation.

• 2. Attractive address.

• 3. Provides your contact information.

First: Address

The headline of the ad should provide a concise and quick idea of what the reader will find inside the ad, use any of these:

1. Use the logo as a persuasive element

A logo is a short sentence used to represent or sell a brand, which is usually short and easy, and uses alliteration, pun or rhyme to make it more memorable.

2. Presentation

A good advertisement usually offers an offer to the audience or a potential benefit and serves as a link that makes the reader more focused and attentive, to complete the advertisement or purchase the product.

There is a range of structural elements of a title including:

• The title should be short and attractive and attract the attention of the audience

• The title provides a simple summary of what the ad contains.

There is a range of ways to write an ad title, including:

• Problem/Solution

This type of title illustrates a problem that the consumer is facing and then offers a solution to it. For example, suffering from toothache using such a paste (the name of the target brand).

• Certificate

This title is based on text adapted from a customer's testimony. For example, I lost 15 kilos of weight in a week after taking such medicine (the name of the drug advertised).

• Question Title

This title asks an important question to the audience and looks for an answer, for example: Do you make a lot of effort to get your requests? Do you pay a lot of money for a gym subscription? And so on.

Tips when writing an ad title

• Use the numbers in the title because they are very popular and make the text concise, and through them, you can easily convey the added value of your product or service.

• Use promises to grab the user's attention.

• Demonstrate the added value of your product or service.

• Rely on emotion, and use words that illustrate the particular emotions your customers will feel after using the product or service.

• Make sure the title is easy to read and not long, with six to eight words in number.

Second: Logo

A logo is a short sentence used to represent a particular brand, usually short and simple for the audience to remember.

Third: Presentation

An alluring element of advertising, explaining to the target audience why they should buy this product now. The offer may be a discount for a specific period, for example, a 30% discount for two days, or the purchase of two products and a third gift, and so on. The offer can be at the end of the ad, with a request for action. Nick Woolsey, content manager at Super Connector Media, says: "To get the reader to do a certain action, don't answer the question of why? But why now?"

Fourth: The Body of the Declaration

The body of the advertisement must be good and organized, and there is more than one way of writing commercials, including the APSA model, which is four steps in the writing sequence that are an abbreviation for the initials of these steps:

• He drew attention

There are many ways to structure advertising texts. One of these methods is APSA so that the advertising text begins to attract the reader's attention to a product or service, this is done through the title and the opening of the advertisement.

• The problem

Experts usually advise when advertising writers to learn how to sell a solution, that's fine, but it's always better to start selling the problem first, in the sense of explaining to your customers why the product or service is related to them.

• Solution

After presenting the problem comes the role of solutions, at this point we need to know how to solve the problem of the customer, and the added value that we will provide them.

• Call to Action

To ask the customer to take a certain action, there are two ways to push the user to make a purchase decision:

• Urgency
• scarcity

Urgency: It is to give the customer a convincing reason to buy now, for example, a limited time offer, a two-day discount, don't miss the opportunity. When using urgency and rarity in advertising texts, be honest so you don't lose the trust of your customers.

The second way to write the ad "Certificate"

Many advertisers use the certificate to write marketing ad templates, but some use it more convincingly as follows:

• First Step: Start the certification by having your current customers recount their experience before using the product or service, how their lives were, and what problems they were facing. At this stage, it will create a connection with customers who are facing the same conditions.

• Second Step: To talk about his life after using the product or service.

• Third Step: Ask the audience to take action.

In general, the advertisement must include an attractive title, an opening, and a board provided that the brand name (service or product) comes to the forefront and that the advertisement makes a promise, a discount, or a certain offer to the public, and ends with a call to action, which includes and means of communication either: a phone number, an email or the press of a certain button.

Tips when writing a marketing ad

Learn how to write Powerful marketing ad

There is a range of tips to consider when writing marketing ad templates, including:

• Talk to your client directly Use "you" as if you were talking to them face-to-face, and avoid using the plural form "we" or "you."

• Don't focus on your ego but focus on your customers' ego.

• Write content that will make you sell.

• Know the common questions of your customers and provide clear answers to them.

• Provide content that contains valuable and interesting information.

• Have your ad give them a quick look at the product or service.

• The ad should be short, clear, and in simple language, and include only one or two ideas at most, so as not to lose the interest of the audience.

• Every word in the ad should be important.

• Make the title touching and interesting.

• Don't write a smart and creative copy of an ad, write a copy that sells.

• Don't talk to your audience with contempt.

• Write an easy and simple ad

• The more you use the keywords your customers search for when writing your ad, the better. Make sure the keywords are clear to your audience and don't let them guess what you're selling.

• Ask questions, and use some questions in the title, those that interest your audience.

• Solve a problem for your customers.

• Enter a sense of humor into your product.

• Numbers and statistics convince many customers, especially those looking for logical and scientific evidence, that they respond more to mental grooming.

• Have your customers trust your product, and adopt a set of reliable statistics in your headline, McDonald's for example uses statistics in its ads.

• Make the hashtag that the audience uses on social media inspire you.

• Take advantage of the number of characters allowed.

• Pay attention to spell checking and grammar.

• If your brand sells outside the country in languages other than the native language, be sure to write ad text in a healthy language.

• You can take advantage of the advertising campaigns offered by your competitors, and know what keywords they use, some tools help you figure it out.

In conclusion: In this article, we talked about writing marketing advertising models, the most important things to consider, including the type of advertising medium, knowing the target audience, studying the market, and the most important rules to consider when writing an ad format for a product. And don't forget that you can always use the services of professionals in writing creative advertising texts on Khamsat, the largest Arab marketplace for the sale of microservices.