Often when talking about ad copy there’s a tendency to focus on what exactly are you trying to sell or promote. The tone of your ad copy is the “how” you’re trying to communicate that message. Every reader of an ad has their own needs, wants, desires and expectations of what they’re hoping to get from your ad. Speaking to them in their own language, in a manner consistent with their expectations is crucial to effective ad copy. In this video Mike talks about why tone matters and how to craft your brand voice.
- [Voiceover] With information about your target audience…you can do a lot to nail down your tone.…How do those personas talk about your product or service?…What kind of words do they use?…Do they use, big, broad adjectives like amazing, or do they…use less flowery descriptive adjectives like efficient?…In this modern age, why is tone important?…Because, somehow, along the way, most ads started…to look the exact same way, and say the exact same thing.…When you close your eyes and think of an ad,…for a software company, you probably picture lots…of big terms and unapproachable language.…
So is it any wonder when a company like Slack…comes along and uses common speech and fun language…such as, "Slack is free to use for as long as you want…and with an unlimited number of people," it makes people…think, woah, this is exactly how I talk.…I don't like, big, broad terms.…I like making it commonsensical.…It simply can't be understated.…Big results follow from using an original tone…that's conversational, that resonates with your audience.…
- 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.