Today’s post has a moral, and this is it in a nutshell:
Now, as a writer who writes novels in the 100K mark, this might seem humorous. Hypocritical. But it’s not, because different kinds of words work for different storytelling. What stays the same is that the words we do use have to work really hard. The less words, the harder they have to work.
Ad copy is the focus of this post – in specific Facebook ad copy, as part of my #FunnelVision series. I want to share with you a quick shot example of Facebook ad copy that I found really compelling.
Now, mind you – it’s compelling because I sort of have a love affair with purses. You may not… so whatever your inanimate object love affair might be — coffee mugs, socks, hacksaws… just imagine this carousel filled with those images and this copy:
Okay, maybe not the hacksaws, because that’s a little creepy.
But for me, my immediate response to this copy was:
Why, hello Coach purse I would love to have. And my, you’re so pretttyyy…
Imagine this being said in a very sing-songy, speaking-to-a-potential-date-in-a-bar voice. Or not, because, well, creepy again.
Anyway… Back to the non-creepy point of this.
Great copy hits you in the gut
When an ad gets you to talk back to the inanimate object, I think we can call that a win, what do you say?
I am not receiving this ad randomly. I’ve visited their site often. I own one Coach purse. I’m a fan. So it’s likely they are targeting this ad to people who would pet the purse and say nice things to it. (Raises hand). When it comes to the Customer Journey funnel, that puts me pretty far down into the funnel at the Loyalty = Revelation stage.
At this stage, your customers will have purchased with you before. They are believers in this new way of being and they’re on the journey with you. Your job here is to convince them to stay, to play and fill them with the purpose of why your adventure is the best one they should be on.
But again – if you imagine something you really love, something physical that builds a visceral reaction when you interact with it…then imagine how you can emulate that visceral reaction with some copy and a few 2D images.
Great copy doesn’t require lots of words. This copy is literally three words + an image. It’s showing me this intangible connection, evoking something in me that Coach wants to remind me of: that I love purses and their purses in particular as something special. Something worth humanizing.
Great copy requires an emotional component: a call to arms, a reminder of emotion, a challenge… It should dare me to think bigger, to want more, to remember with affection, to desire. It should move me.
This is your challenge: Take the last ad copy that you wrote. Match it with the images that you connected it to. Do they tell a story? Do they, together, move you? Will they move your customer? How? What will you make them feel? What will you make them want?
If your answer is “to purchase my product”, then you’ve got the wrong hero at your journey. The customer is the hero. Not your product. Not your brand. They are on a journey of discovery, and it’s your job to help them realize it and open up the world of possibilities that will lead them to your door.
Hello, it’s me.