In a world saturated with image and video ads copy is still king

by | Oct 10, 2018 | General Marketing Tips

Copy KingIn a world where most digital advertising now heavily relies on image and video formats, we are often bogged down with finding the right image or video for our campaigns and writing ad copy becomes secondary.

Here are just a few reasons why this may be the case:

  1. Video ads on platforms like Facebook are effective. They consistently allow us to get huge volumes of new acquisitions at a great ROI.
  2. In addition, Facebook’s algorithm shows people content (including ads) in the format they prefer. So, if video and image ads are the preferred format that users engage with, it only makes sense for marketers to focus on these formats in their campaigns.
  3. Ad platforms like Instagram and Pinterest are growing fast. These platforms are specifically geared towards image and video sharing.

So, is the art of writing copy slowly dying?

Not at all.

While an image or video ad attracts attention, copy is what will make the difference between just a “pretty” video or image ad and an effective one. Copy will drive click-throughs and conversions.

Since a lot of time and money is spent on trying to get the right message in front of the right customer at the right time, anything other than an effective ad is a waste of both time and money.

However, marketing isn’t just about ad placements and lead generation. It’s also about driving traffic to your website, getting potential customers to take action when they hit your landing pages, creating content that increase conversions and writing strong subject lines that will improve open rates and engagement on your email list.

To demonstrate this, I want to highlight two real-life examples used by Michael Aagaard (aka the Conversion Viking), that have everything to do with choosing the right words:

  • During one test, Aagard found that replacing one word in a website’s call-to-action button nearly doubled click-throughs. Changing “Start your free 30-day trial” to “Start my free 30-day trial” increased the conversion rate by 90%.
  • In another test, Aagard advised a company to implement one simple paragraph rewrite and to use a more effective headline, which increased sales leads by 150%.

In the direct response business, there is the mantra “copy is king”. There is a lot of truth to this, writing outstanding copy and producing persuasive, compelling and engaging content has been our bread and butter for decades. We know it works and believe it will always come out top.

If you are at a loss for words (literally) and you want to improve your copy skills, this article by International Publisher at the Agora, Catherine Flannery, will put you on the road to writing winning copy.