Using Psychology to Improve Your Ad Copyby Anvil on April 26, 2017Ad Copy
140 characters. That’s all you get to draw someone in and persuade them to click on your ad. On top of that, there are thousands of others trying to do the same exact thing. So, how are you going to stand out? Marketers have been using psychological principles as a part of their marketing strategies for decades, however, it is now more important than ever to use these tactics in your ad copy. It isn’t enough anymore to just be seen, you need to get that consumer to click through.
That being said, here is a list of psychological principles to consider, particularly when you’re writing ad copy:
The fear of missing out. This principle is a key driver of consumer decision making. Consumers would rather gain something they don’t need than miss out on something they may want. Which explains why you can’t resist that candy bar you see on sale at the register. So how do we utilize this in our ad copy to increase CTR and drive conversions?
One way is by using AdWords countdown customizer. This feature allows you to display exactly how much time is left for your sale or promotion, creating a sense of urgency for the consumer. You can learn more about how to implement AdWords countdown customizer into your ad copy here.
Another way to create the same sense of urgency is by implementing call-to-action words in your ad copy, such as “shop now” or “while supplies last”. Not only do these words create a sense of urgency, but they imply that there is a scarcity. Consumers will make an impulse purchase to gain that immediate satisfaction and relief from knowing that they will not be missing out on a great deal.
Has anyone done anything particularly nice for you and you instantly feel inclined to return that favor to someone else? This is known as the reciprocity theory and it is a great business tool. Here’s why:
By including a special deal, discount, free shipping, or “gift with purchase” in your ad copy, consumers will be more willing to give you their money because they will feel like you are giving them something more in return. This method also invokes a sense of FOMO that drives impulse buying, consumers will not want to walk away from your special deal because they fear it may not always be available.
Benefits vs. Features
Research has shown that people don’t necessarily care about all the features of a product, they just want to know how it’s going to benefit them. This is where using value-based language comes in.
What is value-based language?
Value-based language is using words that explain the purpose and benefits of a product or service, instead of explaining its features and attributes. Here’s an example of how this would play out in your ad copy.
Instead of telling your customers how “great” the latest smartphone is and providing them with a description of all the features it includes, tell them how many songs, pictures, and games they will be able to have at their fingertips and instill a sense of comfort by explaining that it can’t be damaged by water.
Information Gap Theory
Naturally, humans are very curious and when we have a gap in our knowledge, we want to fill it with an answer. This concept is known as the Information Gap Theory and it can be utilized when writing ad copy in a 3-step process:
- Create curiosity among the consumer
- Draw the consumer in and get them to want to know more
- Provide them with the answer to fill their gap
How do you implement Information Gap Theory in advertising? To start, you need to make sure that you’re portraying your content, product, or service to be interesting, useful, and/or entertaining. No one is going to be curious about something that isn’t interesting. Next, you’ll need to write headlines that stand out from the rest and grab attention. Then clearly, and specifically, state what you are going to provide them with, in the description of your ad copy. Here’s an example of how to execute this principle in your ad copy.
Looking at the headline, it immediately creates curiosity by using the word, “see”. Now the consumer is curious about what they should be seeing, this is drawing them in. This curiosity is then amplified for the consumer when they see the large figure of $1.5 million coupled with the fact that there’s only one day left. But one day left for what? Finally, by reading the description, the consumer will find out that they have a limited time to receive a discount on a new smartwatch and they can also “find out” why thousands of people have purchased this watch over others.
Being able to incorporate these principles into your ad copy will not only increase your clicks but also increase your CTR and conversion rates for your campaign. If you need help writing powerful and persuasive ad copy, contact Anvil, and we will get back to you as soon as possible!