HOW TO WRITE ADS AND CAPTIONS FOR YOUR BUSINESS

Selling ONE on ONE to clients that call or you call to buy your products and services is good, but how many people can you sustainably sell to that way? Advertising on the other hand is selling to a lot of people at once. You may call it ‘ONE to MANY’

For the purpose of this article, I’ll consider your content is also an ad, I do not restrict ads to only sponsored ads on social media of analog newspapers or radio.

COMPONENTS OF GREAT AD

1. HEADLINE OR CAPTION: Your caption is the voice you use to speak to the specific set of people your product or service can help, by definition your caption should be polarizing. A ‘How to shave your beard’ caption is clearly not for women, ‘How to raise a teenage son is clearly not for the unmarried or people without male teenage children. You get what I mean! If your caption is for everybody, you will lose. Look at this Access Bank ad and tell me in the comment section who the ad is for. That’s your assignment hahaha

   

2. SELF INTEREST: People only care about themselves, not you. Your clients don’t wake up thinking about how to make you rich, they only think about how to solve their own problems. Now, if your advertisement speaks to their problems and promises them a solution to their problems then you’ll get their attention. Only put things in your advertisement or content that will interest your clients and not you. Your clients are the heroes of the story, not you.

3. LONG COPY: When you eventually get their attention with your ‘self-interest’ and ‘polarizing’ caption, it’s now time to cook up a convincing argument and hand them enough information to make a buying decision in your favor. Let me ask you a question? If you’re standing physically in front of a client you’ve been trying to sell to, will you briefly tell them about your product and walk away? If your answer is ‘NO’ why then do you write short and small information about your product and you’re expecting people to buy. In advertising we say “ THE MORE YOU TELL, THE MORE YOU SELL’ Talk about the benefits of your products, share testimonials of people who have succeeded because they used your product.

4. PICTURES: Use only pictures that relate to the product you’re selling. Don’t try to be amusing, content and ads are serious business. You can get free pictures here www.pexels.com

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