It's amazing the difference an ad makes. My friend ran an ad on Bing for TrackR (a crowd sourced GPS tracking device) and got a .6% conversion rate. The ad I wrote snagged over 10%.
That's more than 16 times the revenue, using the exact same merchant sales page, lander and offer. The only difference was the wording in the Bing search ad.
So what made the big difference? The real magic is a deep understanding of human nature.
What are their emotional needs and wants? What motivates them to buy? What makes them click? What makes them trust? What's on their mind? What keeps them up at night? What do they worry about most? How can the product or service you're selling enhance their lives?
Michael Campbell's strategies quadrupled my client's sales through PPC advertising, boosted revenue by increasing conversions and reduced the overall ad costs. His wisdom is like a living cheat-sheet, best-practice guide, that I refer to BEFORE I start to test any new client.
People buy how a product will make them feel. They buy the end result. They buy the benefits. They buy on emotion. That's why advertising must have emotional content. It makes people lean in, take notice and act.
Advertising isn't about giving information. Good advertising gives people a reason to care. If you focus on the facts, they won't pay attention. If you trigger an emotional response, they take action.
And don't worry if you're not that good at it yet. Writing ads is a lifelong study.
I still read at least one book a month on advertising, marketing, consumer behaviour, psychology, motivations, etc. And I've spent more than 30 years in the business!
I don't say that to impress you, but to impress upon you, that if you love what you do, it's easy to become a life long student.
But with all that said, after viewing all the data and all the market research, you'll still need to go with your gut. Good writers go on feeling, instinct and intuition.
Most marketers hate intuition, because they can’t quantify it. But a good ad writer, in addition to data and research, goes with their instinct. That’s what makes them good writers.
If you'd like to become better at ad writing, make a commitment to read at least one book a month and become a lifelong student of advertising. It's fun, it's fascinating, and it can make you a whole lot of money.
The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.