Sometimes, you feel like you’re writing the best commercial in the world. A masterpiece whose beauty everyone can appreciate.
Sometimes, you are so off the mark that you fail to reach your target audience as expected.
This article will serve as a guide for those who want people to read until the very end and that their advertisements achieve their objectives.
Is there a market?
Before you even write a single word, make sure there is potential interest from your buyers. This is the basis of entrepreneurship, but also of copywriting. You must know your market.
You won’t sell a Yaris to a millionaire who wants a Mercedes. You won’t sell a basic online marketing course to an experienced web marketing consultant, and you won’t sell advanced training programs to people who just started running. Without the interest of your target audience, your advertising investments will be in vain.
All our clients have access to a comprehensive dashboard to view campaign results in real-time. For our curious customers (our favourites), weekly, bi-monthly or monthly meetings are included in our packages to analyze all these beautiful numbers and results together.
Target the right people
For your ads to be most profitable, you need to attract people likely to be interested in your products. You have to focus on people who are prospects and turn them into die-hard fans rather than targeting people who will probably never buy your products.
That’s a lot all at once, so here are some examples of offers and communications for prospects.
The millionaire and the Yaris: it is possible to succeed, but you have to choose an angle according to its potential interest for this type of vehicle. For example, you could sell your entry-level vehicles to a more affluent public looking to buy a first vehicle for their teenager who has just obtained their driver’s license.
Basic online marketing courses example: it is simply the level of qualification that is inappropriate. The marketing consultant already has the knowledge. You should then target small businesses or entrepreneurs that have an interest in developing their marketing and only want an addition to their already acquired knowledge.
People who are new to running: they don’t want to be discouraged from the start. Sell them a personalized program that adapts the training to their level and their current routine.
All these people already have a potential interest in what you offer, but it is not up to them to make an effort to understand and project; it is up to you to express your solution according to their needs.
Scaring away die-hard fans with low-quality advertising
Don’t use sentences like:
- Having trouble paying your rent?
- Want to save money?
- Want to lose weight quickly and easily?
First, because you would not have the right to advertise like this on most platforms, but also because it is too simple and generic of a message.
Low-end customers love quick and easy solutions. Your customers, prospects or die-hard fans immediately recognize offers that are too good to be true. You don’t want just anyone as your target audience. Set standards and stick to them.
Read
Make sure you speak the same language as your target audience. A great way to do this is to read what they read.
Learn about subjects your target audience is interested in by reading a lot about them and never stop doing it.
As you can see, this article is not called: “How to sell a product in four easy steps.” Because there is no easy way to do so. Develop your expertise by learning as much as possible and testing many advertising styles. That’s the key to success.
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