{"id":7015,"date":"2021-08-11T08:55:21","date_gmt":"2021-08-11T08:55:21","guid":{"rendered":"https:\/\/www.mediaflowzz.com\/?p=7015"},"modified":"2021-08-17T06:06:20","modified_gmt":"2021-08-17T06:06:20","slug":"crafting-a-scale-up-messaging-strategy-that-works","status":"publish","type":"post","link":"https:\/\/www.mediaflowzz.com\/crafting-a-scale-up-messaging-strategy-that-works\/","title":{"rendered":"Crafting A Scale Up Messaging Strategy that Works"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][vc_column_text]High-impact PPC ads compel your target audience to take a desired action. Whether that\u2019s signing up for a newsletter, purchasing a product or recommending your service, great ads make fingers click. But it takes more than a tight creative and a highly targeted campaign to do the trick. Behind every great ad campaign is a sharp messaging strategy that makes it easy for you to write ad copy that speaks directly to your audience\u2019s needs.<\/p>\n

In my previous article<\/a>, I discussed 3 important aspects that you can\u2019t overlook when setting up your scale up strategy. In this article, we\u2019re going to look more closely at one of them–knowing your ideal customer. Why? Because the only way to make sure that your messaging addresses your customers\u2019 needs is to know exactly what those needs are.<\/p>\n

The Importance of the Scale-up Messaging Strategy<\/strong><\/h3>\n

If you\u2019re considering ramping up your eCommerce brand\u2019s ad strategy, now\u2019s the time to start thinking about the messages you send out with your ads. Before you ramp up your ad spend, making sure that your ad copy hits the mark is an essential element of success. Highly relevant, clear messages that communicate the right idea at the right time help you build long-lasting profitable customer relationships.<\/p>\n

Messaging is critical on both Facebook and Google, and you\u2019ve got to be on both channels if you\u2019re really serious about scaling. Some might claim that as a push demand channel, creatives are more important on Facebook and I might agree. But regardless of that, my experience across all the different Google Ad products has shown me that Google Ads with tight copy outperform those with generic copy.<\/p>\n

So, how do you write a sharp ad copy that speaks directly to your audience? Guess what it\u2019s not–gut instinct. There\u2019s a science to it; great ad minds have already done the heavy lifting for us, breaking down great ad copy into their core elements<\/a>. Over the course of my career, I\u2019ve narrowed down these concepts into a unique process that I successfully use to write ad copy that consistently delivers results for my eCommerce customers. But before we jump into just how I do that, let\u2019s quickly review my process for empathizing my customers.<\/p>\n

Creating a Customer Avatar. <\/strong>I already went over this in great detail in my previous article, so I\u2019ll give you an abridged version here. Customer Avatars serve as a way for you to emphasize and visualize your ideal customer. They basically help you understand why customers want to buy your products by shedding light on the value and benefit they derive from them. Creating one using the proper process takes time; we\u2019re talking about surveys, polls, interviews and focus groups.<\/p>\n

My hack is to go to the horse\u2019s mouth. I look at testimonials from my customers\u2019, and their competitors\u2019, websites to read the real words of real consumers relating their positive experiences with the product. I use these insights to fill out an Ad Grid<\/a>–a type of messaging template– which forms the basis of my messaging strategy.<\/p>\n

Once you\u2019re done, your Ad Grid should look something like this:<\/p>\n

<\/p>\n

Now that we\u2019ve got that out of the way, let\u2019s move on to the Magic Formula<\/p>\n

The Magic Formula for Writing Killer Ad Copy<\/strong><\/h3>\n

Believe it or not, but writing killer ad copy is easier than you think, if you know how. There are basically 3 elements that need to be addressed in an ad. Once you find the right way to express each one and combine them together in an ad, chances are you\u2019re going to see a significant uplift in your performance.<\/p>\n

The first element is the value proposition AKA the value prop<\/strong>. To put it simply, the value prop answers the question of what\u2019s in it for the customer by putting the focus on how your customers define value. It tells your customers how your product will change what they have, how they feel, their average day, or their status. It clearly states the benefit that your product will provide to your customer.<\/p>\n

Let\u2019s take an example from a customer of mine that sells air purifiers. As you can see below, I used two value props in the headline– \u201cGet a Better Night\u2019s Sleep\u201d and \u201cDon\u2019t Sneeze Daily Anymore\u201d. Both clearly explain the benefit that the customer receives, with the former addressing what they\u2019ll have and the latter how their average day will change with the product.<\/p>\n

<\/p>\n

The second element included in all great ad copy is the Reason to Believe (RTB)<\/strong>. Your RTB tells your customers why they should believe the statements your ads are making. It\u2019s a way of showing credibility and proving that you\u2019re trustworthy. According to Forbes<\/a>, the average person sees up to 10,000 ads a day online, many of them boasting similar products and all of them claiming that theirs is the best. This means that your customers are most likely quite skeptical when they\u2019re exposed to your ads; they\u2019ve seen it all before. The aim of the RTB is to allay these fears, to show them why they should choose you and not your competitors.<\/p>\n

You\u2019ve definitely seen RTBs before. They use phrases like: \u201cAs seen on <insert major publication>\u201d, \u201cTrusted by top brands\u201d and \u201cI loved using <insert product name>\u201d, but your RTB can be basically anything that builds trust. If you have studies that support your claim, you can say that you\u2019re \u201cbacked by science\u201d. If you\u2019ve been around for a while, try writing \u201c20 years of excellence\u201d. Got lots of 5-star reviews? Count them and post them on your ads! And if you\u2019ve won any awards, prizes or certifications, this is the time to boast about them.<\/p>\n

Take a look at these excellent examples of leveraging social proof from that same customer of mine. The first is a great example of how to use a real customer testimonial as while the second does an excellent job highlighting coverage from Tier-1 publications.<\/p>\n

<\/p>\n

Last but not least is the Call to Action (CTA<\/strong>). This key element of the ad copy is basically a button with text on it that shows the customer what they should do next. They act as a signpost, spurring the desired action among your customers with crystal clear copy. Your CTA\u2019s performance usually depends on the offer it displays. I suggest you play around with different offers until you find the one that resonates most with your audience. Some examples include \u201cSign up to our newsletter\u201d, \u201cGet 15% off\u201d or \u201cBook a call with an expert\u201d.<\/p>\n

The wording matters less than the results. However, some best practices include using action verbs, creating a sense of urgency and aligning the text with the destination you\u2019re taking the customer.<\/p>\n

Mixing and Matching Your Way to Messaging Perfection<\/strong><\/h3>\n

It\u2019s essential that you create multiple variations of all 3 of these elements. I like using a spreadsheet that includes all of the different messaging texts I\u2019ve crafted for each. Initially I\u2019ll try out a few combinations but if the ad copy doesn\u2019t work I can quickly try out different combinations of value props, RTBs and CTAs until I find the killer combo.<\/p>\n

Another important tip is to try your killer combo out on all of the different ad formats available on both of our preferred platforms so that you can cover all your bases. Some of your potential customers may react better to video ads, while carousels might make others go click-crazy. Leveraging all of the different formats available is a great way to generate access to a wider audience.<\/p>\n

Before you Go<\/strong><\/h3>\n

There\u2019s no way you can scale effectively if you don\u2019t invest significant effort into developing a killer messaging strategy. And you can\u2019t do that without knowing who your customers are and what makes them buy your products. Finding real customer quotes and testimonials can help you create a Customer Avatar that helps you do just that. Your Customer Avatar is the source of your knowledge of your customers. Use it to craft the value props, RTBs and CTAs that are the backbone of your ad copies.[\/vc_column_text][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"

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