How to write an Ad Copy that converts?

Remember a time when you were hungry, but you did not realise it until you paid attention. And the moment you did, the hunger became big on you and took away all your focus. Ever wondered why?

Well, it’s all in the brain. The three parts of the human brain control various types of emotions and responses.

Brain 1: The centre of the brain, also called R-Complex

Brain 2: Wrapped around Brain 1, this is the limbic system

Brain 3: The outermost part of the Brain wrapped around Brain 2 is the neocortex

Great copy, should pass through the first two layers and hit the innermost part of your brain. It should appeal to, or satisfy what is called the “Reptilian Brain”. This part deals with pain, emotion, fear, ego and contrast.

If your ad copy draws attention to the pain and offers a solution, it is bound to work for people who resonate with that pain point.

If pain does not resonate with your product or service, emotions will. Emotions tend to break down resistance and allow people to view advertising content in a different light and thus generate action. “Dove” is one brand that has consistently taken an offbeat path and succeeded.

Fear is another way of getting attention and action. When survival beckons action is bound to happen.

You may also boost your customer’s ego, make him feel like the “King of the World” or use a contrast to an existing practice. Example if everyone is charging for shipping, you might highlight Free Shipping as your USP. Last but not the least, use power verbs that do not seek too much commitment and you will see a great response. Allow people to discover before they buy and see before they sign up.

To get the impact, make sure you measure your outcome closely and thus, set up experiments to see the uplift.

I would love to hear about your experiments and the results. You can reach me on Twitter