Story Selling with Ads

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When talking about branding and advertising, it’s important to also talk about how you do your copywriting. There’s a lot of psychology that goes into writing copy, and with that comes many different opportunities for you to customize your approach for your brand and audience.

One strategy that a lot of people use is AIDA which stands for:

  • Attention
  • Interest
  • Desire
  • Action

These are the steps of your sales funnel, and each word focuses on how you want to write your copy for each step.

You first need to draw them in and capture their attention. The best way to do this is with audience research. To get people to listen to you, it’s important that you know who they are. The best way to do this is with a buyer persona.

Then you want to build on their interests. You can get their attention, but keeping it is a different story. You’ll do this by figuring out their problems and telling a story that makes them feel like you understand them.

Next, you need to hit home on their desires and really appeal to their emotions. You can do this by showing them how you have the precise solution to whatever problem it is they’re facing. For example, if you’re selling teeth whitening, you might want to explain how they’ll feel when they show up to a party, and everyone is commenting on how their teeth look so white.

Finally, you need to tell them what to do next, so they know what action to take. Here is where the CTA comes in, and you’ll want to create urgency and scarcity at this stage. Make sure the path to action is short, precise, and clear as day.

One thing to understand is that it’s so much more than a simple formula, and it’s a lot less systematic than it looks. The best way we have seen success in using AIDA is by telling stories in our ad copy.

Instead of just focusing on, “hey, here’s what we do, and here’s why you should buy it.” Instead, we take the chance to hit home on our customer’s emotions. We want to make them feel something and give them an opportunity to look at us in a different way.

Think of it like pulling back the curtain on our operation. Years ago, companies used to shy away from this type of marketing because they didn’t want the end consumer knowing and understanding the origins of the company.

In today’s marketing world, this is crucial. Your ads need to tell a story and reveal information that allows the customer to relate to you.

Some of the biggest companies in the world are doing this. They’re telling the story of how they started the business, the struggles they had, the triumphs they experienced, and how it led them to where they are now.

When you do this, something amazing happens. It increases your conversions because it shows your customer that you’re a regular person too. People don’t buy into products, they buy into stories.

The reason this works so well in eCommerce is that it doesn’t come off as salesy. Everyone is out there trying to hard-sell someone on something, so the consumer has become numb to that type of marketing.

Instead, you want to tell what we call a “Founder Story.” Have a section in your funnel and on your eCommerce website that focuses entirely on your story. You could even have a section of your funnel with a video of you just talking to the camera. Tell everyone listening about why you started the company, how you started it, and how it’s impacted your life.

It’s like the difference between people who shop at large stores versus the small mom and pop shops. That small store has a story that you can relate to, and that makes people more willing to spend a few extra dollars because they know that money is going to a living breathing person who will benefit from it.

Best of all, when you relate to your customers and show them the other side of you, you’re not just creating a sale; you’re creating a customer for life. These people are more willing to continually buy from you for as long as they can because they feel connected to you. This person may now feel like they know you well and may even consider you an inspiration to them.

The bottom line is, you never know who you’ll appeal to, so it’s always worth it to go the extra mile and take the time to let your audience in on your story.

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