🤫 Introverts – Sorry We Messed Up! Ecommerce Ad Copywriting Lessons for Every Marketer From Mistakes Introverts Made [Now Drive eCommerce sales without being trapped at your Desk]
👀 If you’ve been watching… over the last 3-4 years, there has been a lot of buzz on social media ’bout introverts.
After Susan Cain delivered her “Popular” Ted Talk (#11 on most watched Ted Talks list) on – the Power of introverts – all of the introverts in the world felt united and… in a sense found a voice to explain their choices.
😎 As an introvert myself, I LOVED that talk – Probably watched it 10+ times in the last few years.
Felt like – “YAAAAS”, peeps like me do exist.
And – WOW! I’m not the only one with all these crazy struggles.
But then some folks blew this entire introvert-extrovert narrative completely out of proportions.
😵 And a part of the internet went nuts feeling entitled about their so-called “introversion”.
What followed were… meme’s, gifs and articles spreading all over the internet like wildfire – justifying why extroverts suck.
And how introverts are uber-cool beings – perfect creatures in an apparently crazy (*ahem* extroverted) world.
👎 A blatant distortion of the truth – Not intended by the author. And super insulting to any extrovert (I hear y’all).
Anyhoo, why do I bring this up today?
Well, when it comes to selling your products online with Facebook Ads – avoid making this very same mistake when talking to your prospects and customers.
✍️ Lemme explain…
This quote by famous Adman – Ogilvy sums it up perfectly.
“The consumer is not a moron. She’s your wife. Don’t insult her intelligence.”
What does this mean?
Well… there are three specific points I’d emphasise on – things that you ought to be careful about in your Ads and videos if you want them to convert well.
1. 👉 Avoid fluff
Tell ’em – Why your solution will solve their problem, why they should buy from you, and why should they do so now.
Remember to back up your Ad copy claims with real data (if available – DO NOT MAKE UNBACKED CLAIMS – Health and Supplement Brands I’m looking at y’all). 🙂
Always USE case-studies or benefits that can be well demonstrated.
2. 👉 Talk to your customers with respect
Your customers DO have a problem. And they’re actively seeking solutions to address them.
But don’t put them off by talking down to them or by being condescending. The magic word is “empathy.”
Remember to treat your audience with respect. Talk to them like you’d talk to your pals. Refer to them as “you” in your Ad copy. After all, you need them more than they need you when closing a sale.
3. 👉 Make it as personal as possible
Most people conjure up the image of this metaphorical “MAN” standing in the middle of a stadium shouting into a MEGAPHONE when it comes to Advertising.
Although not wholly incorrect – this approach works well with brands that have massive Ad budgets eg. Coke and Pepsi.
But as eCommerce marketers, you KNOW that the riches are in the niches. You aren’t a multinational brand.
The only way to access these riches is when you get up close and personal with your audiences.
So whenever you’re talking to your audience – Write/create your ads to speak to a very targeted demographic.
Back in the 90’s with billboard advertising, this was impossible to do.
But with online advertising and granular targeting options within Facebook, this is easier than ever.
Write different Ads to speak to the different segments within your target audience. For, e.g. if you’re makeup brand, you want to talk differently to a 19-year-old girl and a 45-year-old woman.
If I were to summarise all of this… in one sentence, I’d say.
“Keep your audience first when coming up with your Ad and Video copy.”
I know I know, so simple to say but soooo hard to implement. And we need to be reminded again and again until it drills in deep down 🙂
Keep every piece of Ad messaging specific, friendly and backed with proof. This way – you can drive eCommerce sales without being trapped at your Desk.