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Archive for the ‘Ad Text Tips’ Category

Deal Sweeteners Can Make the Difference

Thursday, January 16th, 2014


First, before I get too far into this, go ahead and guess the winner:


Now, if you’re a PPC professional, you really should have had no trouble picking out the real winning ad — Ad A — simply because Free Shipping vs. No Free shipping is kind of a no-brainer. Just ask Amazon.

But there are other deal sweeteners that can and should be tested out as well. Buy one get one free. Free tech support. Extended-length money-back guarantees. In store pick-up. Freebie products or free gift with purchase. And so on.

Now, not all of these will be applicable to your product, and you might have trouble squeezing them into your PPC copy, but for heaven’s sake, make sure you use and test them when you have them. And if you’re in a position to authorize new or additional deal sweeteners, it can be well worth your time to brainstorm new deal sweeteners — ’cause they can make the difference between a sale and no sale.

Don’t believe me? Where do you think airline miles came from? It was nothing more than a deal sweetener that was so powerful, pretty much every airline in the world was forced to adopt it.

What kind of deal sweeteners have you bothered testing?


The Implied Benefit In PPC Ad Copy

Wednesday, January 15th, 2014


Sometimes PPC Ad copy can do just fine not be grandly stating the benefit, but by implying it. Now, for the most part, I recommend you steer towards strong can’t-miss-it statement rather than subtle implication, but if you compare implied benefit to no benefit, implied wins — just as it does in this example here:


The reason that the winning ad wins lies in the connection that the reader makes between the headline and the first line of body copy. It isn’t stated explicitly, it’s only implied in the connection between those two lines. And yet it kicks the butt of the losing ad because the losing ad never moves from function to benefit. Here’s what I mean by that.


So the headline of the winning ad is “Liquor License Headaches?” This is a question that, when asked in an ad, naturally implies that you have an answer or solution to the prospect’s headaches. And this implication is then strengthened by “Experts at Obtaining Liquor Licenses.” Of course this company can get rid of the prospect’s liquor license headaches — they’re experts!


Compare that to “License for Liquor” and “Case Study on Liquor Licenses.” Not nearly as compelling, right? No wonder the implied benefit won!


So the tip from the boosters is this: when you can, state the benefit outright via large promise. When you can’t, imply the benefit — cause you’ll still beat out the losers who are stuck on feature-focused copy.


PPC Ad Copywriting Tip of The Year

Tuesday, December 31st, 2013


In looking back at all of the Tips from the Boosters Columns this year, I was searching for some patterns — what topics and tips seemed to repeat themselves the most. The short list looked something like this:

  1. Write from the Prospect’s Perspective
  2. Choose Your Words Based on Their Emotional Connotations
  3. Internal Consistency and Credibility Matter — A Lot!
  4. If you’re not testing, you’re losing

And of those four, the first was the winner by a landslide. So I thought I’d compile a “Best of” life os posts dealing exclusively with that topic, then sub-divide that list into various ways you can improve your ability to write from your prospect’s perspective, rather than your or your company’s perspective.

First, Kill the We-We Talk

What this means is that your copy should not focus on your brand, your slogans, or your chest-thumping. It should focus on the customer instead. Below we explore the various ways that PPC Advertisers mess this up and how you can fix it:

Second, Avoid The Curse of Knowledge

Keep in mind that you are an insider to your business, and likely know things and use terminology or jargon that the prospect doesn’t know or use. It’s hard to remember what it was like to not know what you know, which is why communication and persuasion experts often refer to “The Curse of Knowledge.” Here’s how to guard against that curse in your PPC Ads:

Third, Clue Into and Speak to Their Emotional State

Most purchases are not made in a state of perfect equanimity. Nor are they usually made proactively. Instead purchases are made reactively out of need. Understanding what prospects are reacting to and how their need is making them feel or driving their buying motivations will greatly improve your PPC copy. Here are some ways to do that:

Finally, Stay Positive and Emotionally Attractive

Positive emotion trumps negative emotion. If you’re making an emotional appeal — and you are! — then you should make that emotional appeal as positive and, well, appealing as possible. Lots of times, PPC Advertisers mess this up. Here’s how to get it right:

And that’s the best of this Year’s Tips from the Boosters. Hope you had a fabulous 2013 and that 2014 is even better. Happy New Year’s from BoostCTR


Borrowed Shoes Make For Better Copy

Tuesday, December 17th, 2013


Common wisdom says to know a man (or woman), walk a mile in his shoes. Copywriting wisdom says you gotta put yourself into the prospects shoes to effectively speak to them. And I think that skill powers the more effective copy in this recent BoostTCR win:


Now, if you’re just listening to the company’s PR, you’ll want to hype the dating site’s sophisticated comparability and match-making abilities. And maybe even mention the “affluent” clientele.

But if you put yourself into the shoes of a 50+ single person, who’s probably single because of a failed marriage and/or one or more failed relationships, are you really that eager to be “set-up” by some computer program? Or do you want to consider yourself a snob or a gold digger, by specifically going after “affluent” singles? Hell no.

More than likely, if you’re a 50+ single, what you want to know is where all the decent men/women are and how you might meet them and find someone special for your life. And if a dating site claims to have a group of such men or women, you might want to be able to search through the database yourself, right? Stay in control and do your own quality control and matchmaking?

I think so. And apparently so do quite a few 50+ singles as the winning ad TRIPLED Click-Through rates.

So put yourself in your customers shoes the next time your write up some PPC ads — it’s a tip from the Boosters you can take straight to the bank!


When You Find Something That Works, Highlight It

Monday, December 16th, 2013


Alright, pick your winner:


So before I tell you which ad actually won, let’s talk about testing in general

The first thing to realize is that anyone involved with split testing and optimizing will tell you they’re not infrequently surprised by the results. If you meet anyone who tells you different, they’re either lying or they only have, like 2 or three tests under their belts.

And this makes sense when you think about it; if you already knew all the answers, you wouldn’t have to test variables, would you?

So what do you do when you get a result that’s a bit surprising?

You test it again. See if you can replicate it. And if you can, then you start amplifying it. If the word or phrase that caused the boost was in the 2nd line of copy, move it up to the first line. If it was at the end of the first line, move it to the beginning of the first line. Or move it up to the headline.

Earlier, I mentioned that a test for a given iTunes plug-in revealed that broad-based benefits seemed to work better than specific benefits and features. The test featured in today’s column is an amplification of that finding.

So with that in mind, it should be no surprise that “Fix Your iTunes Library” beat out “Find Missing Album Art.” The first headline is the benefit behind the benefit, while the second headline is more feature-focused.

Can see how the winning ad took a winning bit of copy from a previous contest and amplified it? And it worked, not only by producing a win, but by amplifying the lift to CTR as well, more than doubling it with a 113% increase!

And that’s why this contest is the Win of the Week