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Not Clickbait: How to Write Great Ad Copy

Here at Tiger Pistol, Clickbaitwe live and breathe Facebook & Instagram advertising, and have almost a decade of experience writing ad copy to drive success for our clients.

We’ve cast our net far and wide, scanning the vast ocean of ad copy published via our platform, and have come up with some actionable tips on what tasty ad copy will best reel in the hungriest of snappers. Okay, enough analogies. Let’s get to the hot tips of how to tackle (okay, just one more the social feeding frenzy):

1. Know your voice.

Do you want to come across as warm but professional, or you do you want to connect with your audience like you’re best mates?

Whether you’re using certain words, slang or boat emojis you’d easily throw around the group chat, or whether you’ve got a tighter tone, don’t flounder around (sorry); write organically. Define, refine and flesh out (okay, not sorry) a consistent communication style that feels naturally aligned and have it ooze out of every crevice of your ad copy.

2. Know your audience.

Before you do anything, answer this question: Who is reading this?

Once you have a clear visual on them, ask yourself: What are they thinking? What are they doing? What do they want? What problem do they need solving? What are their pain points? And then write to that.

3. Stick to one message.

Most people reading your ads are scrolling their phones or tablets on-the-go. They, like you right now, might be listening to music, on a phone call, watching TV or talking to the person next to them, all at the same time. They’re clever multi-taskers, right? And they’ve got bigger fish to fry than to stop and focus solely on your ad. So catch their attention with one clear, simple message.

4. Make it match.

When it comes to hooking in your copy with your creative, don’t forget to do a sanity check. Ask yourself: Does my ad copy match my creative? The last thing people want to see is an image of a hamburger if your copy refers to a salad.

And finally...

5. Always be testing.

Even the best marketers can’t predict what copy will summon an impression, a click or a lead. This is why it is so important to constantly test your copy (among other aspects like image, audience and call-to-action) using A/B testing to see which variation will take the bait. Quick elevator pitch: Tiger Pistol automates A/B testing, ensuring your ad spend is spent to drive the best outcome.

These tips are a small drop in the ocean when it comes to writing ad copy. But before you know it, you’ll be making waves in the vast social advertising pool. So go forth, trial, test and test again - the world is literally your oyster.

Have we missed any tips you use when writing copy? Want to learn more about best copywriting practices for your industry? Contact Tiger Pistol today!

Julia Greenhalf is a Lead Social Specialist at Tiger Pistol, helping AU and NZ brands activate their local networks with strategic, geo-targeted ad campaigns.

 

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