If you know anything at all about fishing then you’ll know that you need decent bait and a good hook to be in with a chance of getting a bite. Your campaigns are no different. If you aren’t convincing people through your copy, they won’t convert and you won’t land your juicy profit. That’s why we’re offering you exclusive access to our selection hooks and lines to help you tackle the market and reel in the rewards you deserve.
1. Be Active, Not Passive!
When writing ads for sales and marketing, you should always try to keep your copy active. But what does active copy look like? Here are two examples of active and passive sentences.
Jenny made $1500 overnight thanks to WonderCasino!
$1500 was made by Jenny overnight thanks to WonderCasino!
In these examples, it’s quite clear which one you should use, but there will be times when you will probably feel like slipping into the passive voice. The reason
the passive voice is used we use the passive voice is because we either don’t know who did the action of the sentence or it is so obvious that we don’t need to use it. The reason the example shows the distinction so clearly is because we know who made $1500; it was Jenny. Therefore, we don’t need to use the passive voice.
When you are writing your copy, make sure that all of your hooklines are active! One simple way of doing this is to use exclamatives! For example: Buy Now! Try it Here! Get Yours Today! Etc.
Another way to quickly check whether or not your sentence is active is to see if the subject (the person/thing doing the action) comes before the verb (action word). If it does, then it’s probably active.
2. Capitalize On People’s Unhappiness!
The wonderful thing about advertising is that you can use pretty much everything to your advantage if you know how. People’s unhappiness is one of the easier, but less obvious, things to target because it’s abundant and it causes people to behave differently. Remember, advertising is a pretty shameless business and if you let your morals get the better of you then you won’t come out on top. However, capitalizing on unhappiness isn’t actually as bad as it sounds.
We all get upset from time to time and when we do we seek an escape. This is where your product comes in. If you can show people how using your product will make them happy again then bingo! Not only have you made a sale, you’ve also cheered someone up and you can sleep well at night knowing you’ve made the world a slightly better place.
Of course, people aren’t always unhappy and if you aim your whole ad at people who are then you might miss out on potential custom. If that’s the case, don’t worry, you just need to remind those people who are happy why perhaps they shouldn’t be.
3. Pain Pays!
Over the past decade there has been a major shake up in the world of media and advertising that aims at exploiting ‘feels over reals’. Just turn on your television and you’ll be bombarded by programs and adverts trying to exploit your emotions. From charities showing you starving children and lost puppies to meteoric rises to fame from seemingly unbearable heartache on reality shows like X-Factor; media moguls want to capitalize on your emotions. It’s a powerful tactic and it’s one which you should be using. Let’s take a quick look at an example from Burger King.
In October 2017, Burger King launched their ‘Bullying Jr’ campaign. The campaign used interviews with unhappy kids in school and ‘hidden camera’ footage of a social experiment in one of their restaurants, to highlight the problems of bullying. In the video, Burger King stated that they wanted to bully ‘a High School Jr. and a Whopper Jr. to see which one received more complaints.’ They did this by having actors play a scene out in front of the restaurant’s customers, whilst one of the ‘workers’ flattened their burgers with his fist before serving them. Needless to say the video shows guests walking past the kid being bullied to go and complain out their meals.
So what was the result of this advert? Well, it subsequently got the attention of America’s second first lady, Kim Kardashian, and achieved widespread viral fame. More interestingly though, it was shown in schools across America. That’s right, Burger King’s campaign was so effective that they managed to get it freely promoted to their key demographic in places of learning.
So what do you think the end result was? Well, bullying still exists. As for Burger King, their share price went through the roof.
So how can you exploit this tactic? Well, one way is to film your own social media experiment. 99.9% of the ones online are staged and fairly simple to recreate, requiring little more than a mobile phone camera, voice recorder, and 3 to 4 actors. If you don’t want to use film however, you can try coming up with high impact lines like this:
This was a real campaign, and no, neither of those items are banned in America. But who needs the truth when the message is relevant and has a clear impact? It’s a simple statement which garners emotion and runs with it.
Lastly, this is what you can do in roughly 5 minutes using free images and adding plain text. This approach can be used for any offer which has the potential to impact a person’s life.
Remember to plan your campaign well, before you start, and know the message you want to send out. Once you have done that, don’t be afraid to experiment. Have a look at major ad campaigns that are working and try to work out what they are doing differently that makes them successful. When you know that, then you can try to use it yourself.