So you've got a high quality product or service. Now what?
Everyone is trying to capture and retain our attention.
There’s a never-ending landscape of marketing strategies, but one tactic continues to generate fortunes for my clients and many other businesses who use it:
Long-Form Copywriting
What is long-form copywriting & why is it impactful?
Long-form copywriting involves writing compelling and detailed advertisements to convey the value of what you’re selling.
It’s hard to brag about yourself and that’s where an agency like mine comes into play… although there aren’t many of us.
Unlike short form copy, which provide brief snippets of information or cute slogans, long-form copy allows your potential customers to dive deep into the benefits, features, and unique selling points of your product or service.
Providing in-depth information & addressing potential objections is the best way to build trust in your advertising.
Your potential customers have a TON of questions and DON’T BELIEVE A WORD YOU SAY. Anytime you make a claim, picture the customer saying “yeah right” and hit the objection on it’s head.
This ensures your ad will make customers feel confident and informed before they even set foot in your door, or press ‘add to cart’.
Renowned copywriter John Carlton, hailed as one of the masters of long-form ad copy and direct response marketing, explains the importance of copy in your ads. It’s everything.
This has consistently proven to be true with our clients ads. Thanks Johnny.
Important Note: YOUR CUSTOMER WILL NOT BE BORED OR LIED TO.
There’s no such thing as a perfect product or service. One of the most trustworthy things you can you is highlight negative aspects of your product or service because this will lend you more credibility. For example, my company is much more expensive than most. Why? Because we guarantee results. We also can’t take on many clients at one given time.
Here’s an example if you run a popular restaurant: “If you come on Saturday morning then you might get caught up in a line that lasts up to 30 minutes before you are seated. Due to such high demand we are unable to take reservations – but we can assure you the wait is worth every second.”
People will DEVOUR advertising if it speaks to their interests.
In today’s information age, consumers are more discerning than ever before. By providing them with comprehensive information in your ad, you can address potential concerns and really showcase the superiority of your products or services. The following ad was quite a lengthy one but that’s because the information was relevant to the consumer.
There’s nothing cute, funny or flashy about it. Even the photography doesn’t look “super professional” and that was my intention.
Your goal is to blend in with the feed and make people feel they aren’t even reading an ad. It’s just a post for us golf nuts man.
In addition to better performing ads, long-form copy provides free search engine optimization (SEO).
Longer pieces of content tend to rank higher in search engines and drives organic traffic to the your website. By incorporating relevant keywords and phrases throughout your copy, you can increase your visibility and attract more qualified leads.
By leveraging the principles of storytelling, transparency, and education, you can create compelling narratives that resonate with their audience and drive meaningful engagement.
Mastering the art of long-form copy can be a game-changer for your business. As with all skills in life – practice makes perfect.
