In the advertising world, especially in the online advertising world where you may only have a few seconds of the visitor’s time, nailing that first impression and keeping someone’s attention long enough to get them actually interested in learning more about you and your product can be the difference between a sale and a lost opportunity. In this video tutorial, Mike will introduce how acquisition goal centered ad copy should be focused on providing a branded fact-based explanation of your value proposition and how reducing anxiety should always be in the back of your mind.
- To me, the concept of speed dating sounds frightening.…Having only a limited amount of time to explain…who you are and what you offer…to a person you've never met before…is enough to make even the most confident person cringe.…Do you try to come off cool and hope…you get a follow-up date?…Or do you spill the beans about…who you are and hope that works?…In a way, advertising to a new customer is basically…the same thing as speed dating, but even faster.…From the moment a customer sees your ad…to the moment they decide to proceed or pass,…their brain is making constant value judgments about the ad,…and most importantly, your ad copy.…
If someone is a net new customer,…then we're looking to acquire their business.…Hence, let's talk about acquisition-based goals.…While the entire discipline of consumer choice theory…and consumer marketing is devoted to acquiring customers,…there's a few lessons I've learned…that summarizes some of their concepts.…Put your best foot forward.…Start with your value proposition,…which we can define as a thing you have…
- Describe how to keep content relevant.
- Recognize the importance of carefully choosing grammar and syntax.
- Cite ways to improve the chances of acquiring new customers in your ads.
- Differentiate between website ad copy and social media ad copy.
- Explain the value of customer personas.
- Name the ways in which content marketing differs from traditional advertising.