Month: February 2022

Whatever your business, competition is inevitable. There’s always going to be someone out there, doing something very similar. Customers are often overwhelmed with options, and they want to understand what makes your product better than everyone else’s. This is why all businesses need to identify their unique selling point (USP) to help build your brand image.

 

However, it’s all well and good identifying your USP, but it’s also equally as important to understand which USP’s actually convert into sales. And thankfully for you, we’re here to identify them. We’ve put together some examples of great USP’s that have been used by brands all over the world, to hopefully inspire you to when taking your next business venture.

 

• Customer Loyalty

 

As a business, you want to show customers that you have their best interests at heart, and that is exactly what AVIS did in 1962. For many years, AVIS landed in second place to Hertz when it came to car renting in the USA, until they hired Doyle Dane Bernbach who turned being number two into the best argument for better service. Their USP was the ideas that because they were not yet number 1, they absolutely must put their customers first to get to that top spot. And boy, did it work. Avis’ market share grew from 29% to 36%. Take a look at some of their genius ads below.

(Source: www.dailycitizen.news) 

 

• Play on pain points

 

Making your brand stand out from its competitors is always super important and one way to do this, is to play on customer pain points. Now, we’re not telling you to bash every one of your competitors, but if you can playfully hint at your competitors’ downfalls, go for it. M&M tried their hand in this technique in the 1980’s. They introduced the clever, yet playful slogan “The chocolate that melts in your mouth, not your hands”. Now, as all chocolate lovers will know, chocolate melting before it’s even reached your mouth is a big no-no, so M&M’s chocolate coated shell brought an end to this. This slogan highlighted their products versatility whilst also covertly bashing other chocolate brands. It made their chocolate superior, playing on customers pain points and as a result saw sales skyrocket. So, the next time you’re thinking of a USP, always refer back to customer pain points. How can your product solve these issues in ways your competitors can’t? 

 

(Source: www.pinterest.co.uk)

 

• Customer Guarantee

 

As customers, we like to be promised the world, but for most brands this isn’t possible. However, if you introduce a realistic customer guarantee and use this as your USP in the right way, you can benefit immensely. Domino’s Pizza did exactly this in the 1990’s, when they guaranteed that pizza would be at your door in 30 minutes, and if not, it would be absolutely free. Although this guarantee has since been dropped, when it was live, it worked wonders for them. The concept of a possibly free pizza enticed many customers and as a result, drove their sales massively. This is a very good example of using a guarantee to bring in customers, and if you can do something similar, you will be well on the way to creating a very strong USP. 

         (Source: www.dominos.com.au)

 

• Relatability 

 

A really strong USP takes into account inclusivity. Most of the time, you want your brand to relate to a wide audience. Excluding certain genders, races, and ages normally isn’t the way forward. Fenty beauty used inclusivity as their USP when launching in late 2017 and created ‘beauty for all’. Founder, Rihanna was very clear from the start that her vision excluded absolutely nobody. She launched with forty shades of foundation, which was astonishing at the time considering usually brands only launch with seven to ten. Today, she has released 50. This inclusivity lead to the brand being named one of the ‘best inventions’ of 2017 by Times Magazine. The brand became available and relatable to women everywhere around the world, and I think we all can learn something from this specific USP.

 

(Source: www.thinkwithgoogle.com)

 

• Affordability and Simplicity

 

In today’s climate, people are always looking to save money where they can, which is why affordability is always a good USP to go for. The biggest mistake to avoid here is to brand your product as the cheapest around, as you’re essentially starting a race to the bottom, which you don’t want to do. It can eliminate a lot of value and credibility from your brand. However, when marketed correctly, it can be a very powerful tool. For example, Dollar Shave Club. You’ve probably heard of them before because they ran an extremely strong marketing campaign upon launching. Razor blades are a product that have been around forever, and you’d think would be very hard to market uniquely unless you were to reinvent the whole thing, right? WRONG. Dollar Shave Club took a completely different approach and marketed the traditional razor but focused on simplicity and affordability. Their shaving packages are completely affordable, and magically arrive on your door step the next day – what more could you need? No other brand in the shaving market tried this approach. Whilst they focused on appearance and blade technology, Dollar Shave Club offered the very opposite. Less blades and less tech. So, it’s important to remember that sometimes, less is more when it comes to your USP.

 

 

(Source: www.coolerinsights.com)    

 

So, there you have it, the USP’s that actually convert into sales. Still looking for some help with your USP and want to get your brand kickstarted? Book a call with us today and find out how our expert team can help you create a truly unique USP.

 

Writing creative ad copy is one thing. But writing creative ad copy that converts is another thing. There are some vital steps you need to understand before attempting to write ad copy. General copywriting and direct response copywriting are two very different skills, but nonetheless interchangeable. Once you have one nailed, picking up the other will be a breeze.

This post is going to walk you through the tips and tricks we have accumulated over the years and hopefully provide you with some fresh knowledge and inspiration to kickstart your awesome ad copywriting skills.

Before you get started, it’s super important to understand your target audience. What’s the age range? Gender? Location? There are so many aspects you need to know before writing good ad copy, so make sure you understand this before you start. If you’re writing for a cold audience, you want to avoid using jargon or any other technical terms. However, if you’re writing for people who you know will have specialist knowledge, you can afford to use some technicalities to create a sense of enhanced value.

There’s no point stabbing in the dark when it comes to your target audience as we promise you, you will not see any valuable results. Once you’ve established your target audience, you can conduct some market research. What are competitor brands doing that have the same target audience? How have they written their ads? Once you’re clear on this, you can really get stuck in!

How to Develop a TOV

Your tone of voice is super important to writing creative ad copy. A lot of businesses dismiss TOV, thinking it not important but this can lead to their downfall. It’s so important that you nail your tone of voice early on as it helps build your brand image and keeps it strong. Having a strong TOV allows customers to instantly recognise your ads, feel familiar with them, almost at home with your work. It allows customers to put some trust in your brand. The TOV you write with becomes familiar to them and builds rapport from the onset. A strong TOV will always be listened to and it ultimately becomes the way you connect with your audience.

Not sure how to create your TOV? An effective TOV is all part of your branding strategy, You need to understand your backstory, what your brand stands for, what you set out to achieve tec. These conversations within your business will usually help you establish a TOV that can be adapted or maintained as you grow.

Top Tips for Writing Facebook Ad Copy

Writing effective Facebook ad copy is much like writing a great novel (or a blog post). It takes time, skill, and great understanding to learn all the industry tips and tricks. Luckily for you, we’re experts in this field and we have compiled a list of effective techniques that we know will work.

✔️ Punchy headlines – Your Facebook headline will likely be the first thing prospects see. This is where you can use a CTA (call to action) such as ‘Shop Now’ or ‘Order Yours Now’ etc. However, these can be a bit repetitive and boring, so why not add some incentives. Change ‘Shop Now’ to ‘Shop Now – Just £59!’ or ‘Order Yours Now’ to ‘Order Yours Before It’s Too Late’. Adding a sense of urgency or an incentive is always a good idea.

✔️ Placements – It’s important to understand your placements before you write your Facebook ads. Your ad can end up in multiple places, such as the Facebook News Feed, Marketplace, Video Feeds, Right Columns, etc. If your ad is going to be shown to audiences in the right Column, for example, they will only ever see your headline, not the body text. It’s important to make sure you adapt your text correctly to each placement to maximise sales… so you may want to have another read of the above bullet point.

✔️ Bullet point your USP’s- Another technique we find works very well when it comes to Facebook ad copy is bullet points. Audiences don’t want to sit and read blocks of text. If you make your copy too long, it’s likely they will scroll past your ad without a second thought. Bullet pointing your USP’s or sales pitches in short-form copy is likely to attract more attention and give your prospect all the information they need quickly and effectively.

Emojis vs No Emojis

Emojis have been a crucial part of ad copy for years. Since Apple released them in late 2012, they’ve come a long way since being just cute little yellow faces. They’re now regarded as a serious part of copywriting, especially when writing Facebook ads. In many cases, emojis in ad copy leads to much higher click-through rates and a whole load more engagement. Emojis can also increase the number of reactions and comments on your ads, which is important for beating the Facebook algorithm. They allow you to convey a simple and clear message, ensuring readers don’t misinterpret your intentions. Emojis have been accepted as part of our contemporary culture, so they immediately make your post more relatable. There will be some clients, however, who have a more professional and serious TOV, so for these guys, it’s maybe best to avoid emojis (again, this is just another reason why establishing your TOV is super important).

Google Ad Copy

Writing Google ad copy is slightly different. Many of your competitors are using dynamic keyword insertion and bidding on similar keywords. You’ll notice a lot of their ads say the same thing so it’s easy to get lost in these ads and hurt your chances of getting those clicks. So, how can you stand out? Focus on what prospects want to accomplish with your product or service. Give visitors that end solution they are looking for. Tell them what they want to hear.
Summary

So, there you have it. Our top tips and tricks for writing creative ad copy that WILL convert. If you still don’t think writing ad copy is for you, get in touch with us to see how we can help. We have an expert team of copywriters in-house who love what they do and will be just as passionate about your business as you are.