How to Fix Common Ad Copywriting Mistakes, Fast
I couldn't believe my ears, let alone my eyes! It was difficult to keep focus on the TV.
How could so-called 'professionals' be so uninformed, unaware, and…underwhelming?
For seasoned business professionals, you'd expect a task done well.
Couldn't be further from the truth.
They shouted louder and louder as the price dropped for the items they were selling. 'LOOK AT HOW SMALL THIS FAN IS!' was one statement. 'WOW, I CAN'T BELIEVE HOW GREAT THIS INFLATABLE POOL IS.' I couldn't look at the screen, least of all because it wasn't that impressive.
They weren't given a set of difficult tasks: selling four products per team on a live shopping channel.
Yes, I was watching The Apprentice. I know, it’s not exactly the best source for marketing prowess, but you’d expect some level of competence.
Noting a distinct lack of any solid marketing, I thought I’d see if the trend continues across other areas.
So, I placed the advertisements you see every day under the microscope. The ones that magically transfer from your brain to the break. Those you receive in your inbox. In the websites you open. The places you visit.
Unsurprisingly, the trend continued.
By sifting through many advertisements in this process, I have uncovered three of the most common mistakes advertisers have made.
I’ll show you how to spot these errors yourself. After each instance, I will provide suggestions on how you can write them differently. These changes will provide a step change to the normal so you can magnetise your message, today.
Mistake #1: Caring Too Much About Yourself
‘Our award-winning formula will be back in stock soon'. 'We offer a wide variety of menu options to meet every craving'. 'Gain muscle, lose weight, FAST'. 'Over 5 million drivers have chosen our cars'. Such statements were all too frequent.
In at least 90% of the advertisements I analysed, there was an overemphasis on the business, rather than the customer.
Social proof/influence. A vague dream state. The bandwagon effect. These psychological levers weren't used to their greatest potential. Even more so, these ads seemed not to know how to capture attention or an understanding of what the consumers’ needs are. So, not knowing in what direction you need to take them, compounds the inertia.
Talking about the business, therefore, is not as productive as people tend to believe.
Consumers rarely care about your business, your awards, or that you were founded in the 1300s. Frankly, they rarely even care about you. Consumers only care about what you can do for them; as individuals, not as a crowd.
It’s your job to ensure the only person you care about is the person reading the ad even though thousands are doing the same thing.
People don’t share one eye, stop writing as if they do.
Solution #1: As in, Out
The solution, unsurprisingly, is to focus on the consumer. You don’t want to use broad-stroke language or vague statements that could apply to everyone.
Yes, it takes research, and yes, it takes effort to enter the mind of the target. But such effort is essential.
You must split your market into segments, building different avatars or archetypes within each. This allows you to create messages that target a much smaller group. This will increase its effectiveness, greater than if you were to try and attract everyone all at once.
Of course, this means one ad may not include the right messages to a different part of the market. But that doesn’t mean you can’t create an ad for another target.
So, build several campaigns with different consumer profiles. Then, rotate your focus as you progress throughout the month or year.
For example, within the fitness niche, typical profiles can include many sub-niches. Busy professionals, beginners, seniors, professional athletes, weekend warriors, weight-loss seekers, weight-gain seekers, and special health concerns. The list can go on. Each persona has distinct interests, preferences, and challenges. You need to tailor your ad for each need.
Stop using a megaphone and start building a network of microphones.
Mistake #2: Focusing on the Features
Focusing on the features without considering the target makes the advert woefully ineffective.
You can have the latest nanometer processing chip manufacturing process. The highest purity of organic broccoli powder. The safest military-grade automated driving technology. Without putting the work into stating how the features benefit the audience, you aren’t (like above) appealing to the individual.
I’ll repeat what I have said above. Even within a niche, needs will differ across each domain. A bodybuilder’s use of protein will be different from that of a cyclist. A photographer’s use of the latest camera technology differs from that of a 21-year-old university student. A professional surfer’s need for insurance will be different from that of an IT consultant. Not that they can’t be surfers, of course, but, you know, unlikely.
Without emphasising the ways these features provide an improvement or fast-track to the solution you are not laying down the path for the sale. You need to tie the benefits to the needs of a target market segment's avatar.
Solution #2: Captivate with Specific Benefit
You instead want to build campaigns around specific use cases.
Remember, you aren’t tied to making one ad.
People don't like to think; our brains have evolved to conserve energy. So, you need to make it easier for the user to visualise how they will directly benefit from using your product. How it accelerates their journey to their dream state.
It’s your job to place the benefits of the product within the scenario they frequently are found.
The clearer you make that image for each potential user, the faster they will respond to the call to action. The more likely they will buy.
Let’s use an example. A new rowing machine uses the latest ‘ocean feeling’ technology, equipped with a VR headset. OK, great, it uses the latest tech, but give it a minute and every rowing machine will have the same features. So what do you do then? Do you still use the features as the message? Not if you want to stand out.
Say you're targeting aspiring athletes, you write about the specific benefits for them. ‘Power through the water with each stroke as you see the finish line ahead. Sit alongside a virtual Olympic-winning rowing team as they drive you to win'.
Similarly, when targeting a senior user, you could say something like the following. ‘Our easy-to-grip, sturdy handles transport you to a serene lake in the Alps. Gliding through the water, you re-energize your mind and body with youthful energy.
The features are the same, but the unique benefits are different. All with a tweak in the approach to the message and who you are talking to.
Problem #3: No Emotional Connection
How often do you see these phrases:
‘We are proud to announce that our company has received ‘The Best Company Award’ for the third consecutive year’.
'Hurry! Limited-time offer! 50% off all clothing items! Don’t miss out, shop now to save big.
‘Our latest skincare product uses cactus needle oil to nourish and rejuvenate your skin. Shop now!’ Ok, I may have exaggerated the needle oil, but it’s not exactly uncommon. I wonder if that's a real thing...
Such hollow statements are all far too common and neglect to appeal to the heart of the consumer. Nor do they speak to their emotions, their personal experiences, or their concerns.
Solution #3: Create Heartfelt Inspiration
You need to create a deep emotional connection with the content you produce and the prospect.
Create a story. One of the most effective ways to appeal to a consumer's heart is to build a scenario that the viewer can connect with.
For example, say you are making an advert for a meal delivery service. You could say, ‘Our rapid meal delivery service ensures your food arrives steaming hot within 15 minutes'. Ok, but what meal delivery shouldn’t be aiming for that anyway? Instead, build a story. ‘Meet Sarah, a single mother of two. Our meal delivery service takes the stress out of mealtime. Making dinner is no longer yet another draining task after an already exhausting day. Our service creates the space for quality, stress-free time with her children.
Another way you can build emotional resonance is through building on the core human drive of connection. Don’t say when advertising mountain bikes, ‘Our latest carbon fibre frames make your bike lighter than a feather’. Where will the user be using the bike? How will these upgrades enhance the experience? Switch it to 'experience the thrill of carving through the mountain paths with ease and grace with your friends. With our new model, you can cycle further for longer (and faster) to make memories that last a lifetime.
Conclusion
Effective ad copywriting is crucial for capturing consumer attention in today’s hyper-competitive market.
From self-centred messaging to neglecting emotional connections, we have uncovered pitfalls that hinder effectiveness. Alternatively, by shifting the focus to consumers. By highlighting the specific benefits. By creating emotional resonance. Combined, you can greatly deepen the appeal of the message, the audience's engagement and their attraction to your product. Ultimately, this will build trust and increase conversions.
So, as you navigate your ad copywriting journey, prioritise the needs of your audience. Avoid the common mistakes outlined and implement the solutions. These will help create compelling campaigns that compel the reader to act. To take a step towards the promise of the product and not away.
If you enjoyed this, please like and follow. Any feedback, I greatly appreciate constructive comments.
For further assistance in applying these techniques to your business, feel free to get in touch.
Many thanks,
More Than Just Words- The Utilisation of Values in Marketing
“Twenty minutes, everyone. In your groups, identify your top four values. They must be aspirational, representative of the organisation, and those which you are confident you can embody every day. OK…3, 2, 1, go!”
Sound familiar? You’ve been in this workshop, we all have. Scribbling down values like ‘courage’, ‘excellence’, ‘respect’, and ‘communication’. Almost every organisation will run this exercise, but it is one thing to declare them and quite another to live and breathe them. How often have you seen these values genuinely mirrored in a company’s actions? We all want to exemplify courage, we want to deliver excellence, we want to be respectful to others, and providing outstanding communication is central to relationship success. Yet, they often become mere words on a website or a forgotten poster on an office wall. Unfortunately, a true commitment to these values, particularly in how a company markets itself, is rare. This is a crucial error, as this is precisely where they need to be at their most prominent.
Value Infused Marketing
You must remember that marketing isn’t just about selling a gadget or a barrel of whiskey (as I seem to be getting regular calls about), it’s an opportunity to showcase how your values align with those of your consumers. More so, can you create enough of an ‘argument’ so that you can convince the consumer that you are in effect, one in the same person? A step further, can you overlap your self-concepts enough for the consumer to want to expand their identity through purchasing with your business? These are the goals, but how you reach these points will depend on how you present your values.
Imagine shouting from the rooftops, ‘I VALUE GREATNESS, JOIN ME IN THE GREAT CLUB, SO WE CAN ALL BE GREAT!’. Do you think people will stop and form a queue, buzzing with excitement? I doubt it, there must be more substance. People seek meaningful connections, not empty proclamations.
I saw a clear example of this (or rather lack of it) yesterday in an email I received from a prominent outdoor clothing company. The issue was that there was nothing contained in the copy that stated or alluded to the company’s values; despite there being a logo infused with individuality. The email just focused on product features. No explanation or reference to their unique logo, and no sense of their brand identity. It wasn’t evident from their copy that they were clear on the key drivers that fuel purchasing decisions.
Driving Decisions
If a consumer has a choice of 3 different types of items, what are the influential factors that are going through the prospect’s mind? I’ll tell you the ones which will make them move towards the checkout:
Survival, Safety and Security
Belonging
Self-esteem and ego
Self-actualisation
Emotional resonance
FOMO (Fear of Missing Out)
Convenience and efficiency
Top brands understand this. More so, those who sit at the 1%, are the global giants who weave these psychological drivers with their values, creating a compelling and magnetic pull. Apple’s ‘Think Different’, appeals to the technological disrupters, aligning with their audience’s values of innovation and reliability. From an identity point of view, the audience Apple is targeting are those with a strong will for individualisation. Similarly, Nike’s ‘Just Do It’, hypes up their market audience’s self-esteem, spurring up emotions of self-improvement and achievement. Every ad, poster and athlete wearing Nike taps into the sense of belonging innate to all sports teams. Both brands create strong emotional resonance with their products. Their consumers feel like they belong to a community. They know through reputation the quality of the products. Their egos inflate when they see celebrities and athletes wearing/using the same items they are. Whilst these major players are masters in catchy slogans that tap into all that’s been mentioned, let’s jump into a more specific example.
Patagonia – Exemplifying Value Integration
Let’s contrast our earlier outdoors company with Patagonia. Their tagline provides a clear statement of their values: ‘The Cleanest Line’. Ok, environmental sustainability and ethical production aren’t exactly unique, especially today. Alone they won’t provide that pull to your brand. But what makes Patagonia’s message so impactful is the commitment to living out these values in every aspect of their operation:
Patagonia Stories. Engaging stories exploring topics that include sports, adventure, culture and planet.
Patagonia Action Works. A feature that connects consumers to local events, environmental groups, volunteering opportunities and petitions.
Patagonia Campaigns. Linked to the above, a wide range of actions backed by Patagonia and their partners.
Product descriptions and innovations. Recycled materials feature in all their products, the descriptions reflect that reality.
The question now is, how can you follow the path set out by Patagonia? It’s quite simple.
Embedding Your Values
So, how do you go about placing your values throughout your business, especially in your marketing?
You follow 6 key steps:
Regular Micro Value Assessments (MVAs). Continuously evaluate how well your current messaging and practices reflect your core brand values, your identity, your purpose, your offer and your voice. Have you positioned this product in a way that best demonstrates who you are? Are you providing enough variety in your engagements that address our values in multiple ways?
Consumer Micro Value Assessments (CMVAs). Like the above, explore the values of your target market. What are they? Go into their mindsets, how might they spend their day? What shops do they frequent? What activities do they do? Where do they travel? Creating a strong target avatar will help with this significantly.
Exemplify alignment. Ensure your current campaigns, events, blogs, and messaging genuinely reflect your shared values. Find the commonalities and ensure your writing makes them subtly clear.
Subtle messaging. Don’t just state your values. Weave them into your narrative. Don’t say, ‘Take this jacket on an adventure’. Do say, ‘Embark into the wilderness to stand strong against the tides of nature.’ One states the value directly, whilst the other appeals to the emotional centre of the value that lies at the core of the brand; without saying so directly. Alongside this, keep in mind the key psychological drivers of buyer decision-making. This will help you craft your copy with stronger effect.
Create new engagement opportunities. Looking to the future, with this new knowledge, what can you now create that will offer consumers new ways to participate and connect?
Value-based OODA Loops. Run one through to six again in a loop. Observe, Orient, Decide and Act. Review whether you have infused your messaging with the values you and your consumer both share. Have you spoken to the key psychological drivers? Invite feedback. Make changes. Act again.
People are tired of hollow slogans and snake oil labels promising the world and all its riches without delivering. What consumers want, and need are businesses that provide the ways and means for them to expand and grow over time. To implement their values into the world in exciting and new ways. To provide the means for them to become who they want to be.
Make a real impact on your business, the lives of your consumers and your industry by living out the values you claim to hold.
Stop creating empty statements, start crafting realities.
Thank you for taking the time to read this.
As always, your constructive feedback is appreciated so do reply to this to let me know if you found this useful, if you didn’t and who else you would want to see in this series.
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Until next time,
Chris