Are you looking for a new career in digital marketing? If so, then you’ve come to the right place! In this article, we will teach you the fundamentals of writing a compelling advertorial that will make your products and services seem indispensable to your target audience. We will cover:
Creating a compelling offer.
The biggest challenge with any ad is trying to convince the reader to switch their allegiance to your product or service. After all, you’re asking them to part with their money or personal information, so you have to offer them a good reason to do so. The solution to this challenge is the compelling offer.
A compelling offer is defined as “a reason or reasonably good argument to persuade the reader to take action”. In simple terms, a compelling offer is something that will make your product or service seem indispensable to your target audience.
The best way to create a compelling offer is to understand your target audience’s needs and wants. Think of a time when you needed a product or service and considered everything you had before making a purchase. That’s the kind of analysis you need to perform to identify the needs and wants of your target audience. A good place to start is Facebook’s advertising target tool. Simply enter your product or service, a few words about it and the approximate audience you’ll be targeting. The tool will then suggest other products and services that are relevant to your target audience.
As a rule of thumb, focus on the needs and wants of the “average” person in your target audience. This will help you create a product or service that they’ll value.
Product research.
After you’ve created a compelling offer, you need to do your market research to make sure your product or service will be accepted by your target audience. For instance, have you ever tried to sell motorboat insurance to someone who’s never owned a boat? It’s likely that your product won’t be accepted by your target audience if they don’t see the value in what you offer.
Product research is extremely important because the information it provides will help you determine what elements of your product or service are most relevant to your target audience. You don’t want to pitch them products or features that they’ll never use. In the example above, the person probably hasn’t owned a boat because they’ve never needed or wanted one. That’s why it’s essential to do your research into the target audience’s needs and wants before pitching your products or services.
Writing the ad.
Once you’ve got the basic idea of what you’re going to pitch and how you’re going to pitch it, you can begin writing your ad.
The first step is to ensure that everything is aligned with the needs and wants of your target audience. It’s essential that your offer is structured in a way that is easy for the reader to understand and that everything else in your ad is supporting that. Start by writing a short introduction which will lead the reader into the main body of your article. Make sure that your introduction contains all the important information your target audience needs to know in order to understand and appreciate what you have to offer.
Your first draft should be concise but also comprehensive, containing all the necessary details about your product or service. A good rule of thumb is to write one new version of your ad every week until you reach perfection. Then, take some time off and come back to it when you have new information or ideas. This will help you maintain the flow and rhythm of your writing while keeping your audience interested.
Style and substance.
Above all else, the key to a good advertisement is ensuring that it is both appealing and informative. While your ad needs to contain all the necessary information your target audience needs to know, you also want to make sure that it is presented in an interesting and engaging way. Style is extremely important because it will dictate how your target audience interacts with your ad. Substance is equally as important because it will determine whether or not they actually engage with your ad.
For instance, a lot of people have problems digesting fast food. However, that doesn’t mean they’ll automatically relate to your brand when you try to pitch them an information product on nutrition. Instead, you’ll have to do some research into what makes your product or service special and then use that to your advantage.
To create a connection with your audience, you will need to focus on the following elements:
- Color
- Typeface
- Pictures
- Animations
- Videos
- Bold text
- Underline text
- Numbered lists
- Bulleted lists
- All of these elements together form the “look and feel” of your ad.
Testing.
Above all else, you need to remember that no piece of advertising is perfect until you’ve tested it. For this reason, it’s extremely important to constantly re-write and revise your ad until it performs well across a range of platforms. Once that’s achieved, you can relax and enjoy your success.
This is why it’s a good idea to write one new version of your ad every week. The more you revise and test, the more you’ll improve your writing and the better your ad will perform. Never be afraid to try out new things to see how your audience reacts. Remember: the more you try, the more you’ll learn!
Keep it simple.
The last thing you need is a complicated ad filled with too many words. The simpler the better when it comes to advertising. Your ad’s language should be easy to understand and memorable. For instance, if you have a burger business, don’t use words like “rare” and “well done” in your ad to try and make your product seem more luxurious. These words will likely be confusing to your target audience.
Instead, use words like “chicken” and “beef” to describe your product and “healthy” to describe your service. In this way, you will make your product seem less like a luxury item and more like something that’s good for the planet. You can also include a short line about your delicious burgers and the reasons why you love eating them. This type of compelling copy will make your products and services seem indispensable to your target audience, resulting in greater ROI and sales.