Let’s face it, we expect our personal trainers to look and act one way, and we expect our lawyers to look and act a completely differently. If your lawyer showed up dressed like and acting like a physical trainer, you’d probably opt to choose a different lawyer, and vice versa.
In rhetorical terms, the dynamic I’m describing is called decorum: looking and acting like someone’s idea of what a ______ is supposed to look and act like. And decorum is important to PPC Ad copy as well. Take a look at this example:
If you’re ordering a custom-fit wedding dress that’s also available at a discount price, what do you expect that service to look like? Do you expect it to be a local seamstress? Do you expect it to be a local formal wear store that offers custom fitting as an added service?
Or do you expect the seemingly impossible combo of “custom-made” and “discount” to be offered through the brave new world of online commerce?
If you’re like most people, you expect the company offering custom-made, discount wedding dresses to be a dot-com business. So which headline better matches this expectation? The one that features just the name of the company, or the one that ads in the “.com” at the end?
And if a company is custom making or custom-fitting a dress to you, don’t you expect that there would be a lead time involved? So which ad meets and addresses this expectation? Right: the one that mentions a 30-day guarantee.
So take a tip from the boosters, and ask yourself, “what does the searcher expect me to sound like? What does she expect me to say? What concerns are she expecting me to address? Then make sure you match those expectations to get more clicks. Or, heck, test strategically breaking those expectations to grab moer attention. Either way, though, it’s well worth testing.