How To Write Ads That Convert

Copywriting is obviously a huge subject that’s incredibly important to any business. However, it’s often overlooked by Internet Marketers and small businesses.

Little do most people know; a single word change to your headline can increase conversions by upwards of 200%.

I can’t put into words how crucial copywriting is for any business. It affects everything in a direct way, from the conversion rates of visitors to leads and leads to customers.

So How Do You Write Ads That Convert?

Well first, you should know that ads aren’t created to make money. If you think you’re going to get rich by simply converting visitors into leads, you’re in for a shock…

Ads are simply to spark curiosity in visitors, to build enough intrigue so they give you their personal information. A killer ad should awaken your visitor’s desires to want to buy whatever it is that you’re selling, without them initially knowing something is for sale. Make sense?

Ads shouldn’t sell your product, they should sell a free glimpse or freebie to provoke curiosity and awaken desire.

Here are the keys to excellent ads:

1. Hypnotic Words

First and foremost, hypnotic words. Some words are just hypnotic; they trigger a psychological emotion or action… and they hypothetically force visitors to read your ads and opt-in. Words like “revealed”, “secrets”, “uncovered”, and “shocking”. Hypnotic words draw immediate attention and build intrigue, forcing people to continue reading or even buy your product.

2. Play With Emotions

This is possibly the biggest secret to writing amazing, earth-shattering ad copy. Play with emotions, others call this “mind-f*cking”. The only way to do this is to know what’s going on inside your audience’s heads. Study the demographics and psychographics of your target audience and ideal customers. What makes them tick? Are they in debt? Struggling to pay their bills? Desperate to shred 5 pounds of fat? Uncover their emotional triggers and leverage them! Harness the power of emotions and relate to your audience, evoke feelings that make them take action.

3. Curiosity

Curiosity makes people opt-in to email lists. You can write an ad title like “Secret Underground Push Button Software Rakes In $39,000,000 of ‘Top Secret’ Stolen Cash In 60 Seconds” and it’ll get a lot of conversions. Build enough curiosity in your ads to make people click them, a little less curiosity than you use on your squeeze pages.

4. Fears & Desires

These are emotions, but you really need to dig deep into these two. What exactly do your audience want and or need? Precisely why do they want to achieve their desired outcome? Leverage the answer in your ad copy.

5. Tease

With some audiences, this strategy works best. Show or “tease” your audience by showing them part of what they’ll receive by taking your desired action i.e., opting into your email list or buying your product.

6. Proof

Nothing beats proof, and it’s a bummer for the marketers out there who don’t possess sufficient proof to use in ads. If you’re going to use proof, make sure you can back it up with concrete results. This applies most to using numbers, in terms of traffic, leads, sales, and income. Don’t write “Underground Software Generates 10,000 Visitors In 48 Hours” if it doesn’t. You can get into serious trouble writing false information like that. But if you have a product or service that is near guaranteed to produce certain results; use the numbers to your advantage.

In Prosperity,

David Wood

P.S. Leave me your thoughts, comments, and questions below.

Comments

Michael Andrews, November 3, 2011, 08:15
David, your advice on using hypnotic words and playing with emotions in ad copy is spot on! I’ve always struggled with getting my ads to convert, but these tips are giving me a new perspective. I’m excited to test them out on my next campaign. Thanks for the valuable insights!

Emma Robinson, November 3, 2011, 10:40
This post is a game-changer, David! I’ve been focusing too much on the technical aspects of ads and not enough on the emotional triggers. Your breakdown of how to connect with the audience on a deeper level is exactly what I needed. I can’t wait to rewrite some of my ads with these tips in mind.

James Carter, November 3, 2011, 12:05
The point about building curiosity really resonated with me. I’ve seen ads that pique my interest without giving too much away, and now I understand why they work so well. I’m definitely going to apply this strategy to my own ads. Great post, David!

Olivia Parker, November 3, 2011, 14:30
I’ve been struggling to find the right words to make my ads stand out, but your emphasis on proof and credibility has made me realize what’s been missing. Using real numbers and results in my copy will definitely help build trust with my audience. Thanks for the eye-opening tips!

William Scott, November 3, 2011, 16:50
This is one of the most insightful posts I’ve read on writing ad copy. The way you’ve explained how to tease and build curiosity is brilliant. I’ve always been hesitant to reveal too much in my ads, but now I see the value in leaving a little mystery. I’m eager to apply these techniques to my marketing efforts.