He who does not advertise dies! That’s an old business wisdom. However, advertisements in magazines are sometimes very expensive and PayPerClick prices on Google and Facebook are driven up by ever-increasing online competition. Especially as a freelancer with a very small advertising budget you should therefore make sure that your ads (print, banners, Google, Facebook etc.) are designed as efficiently as possible. To increase the efficiency of your marketing activities, I would like to give you an understanding of the copy strategy in this article.
What is the copy strategy?
With every advertising message you communicate with your target group. Whether you advertise on Facebook, Google or in classic magazines. Your advertising message has to be designed to suit the addressee, because after all you want to convince people of your services / your offer. The worm must taste good to the fish, not the angler! In order to design an advertising message that is suitable for the addressee, you can use the so-called copy strategy, which was developed especially for this purpose.
How does the copy strategy work?
With the copy strategy you form a meaningful chain of arguments with which you describe your offer. This chain of argumentation consists of three parts:
1. Consumer Benefit
The Consumer-Benefit describes the benefit your customer has when he takes advantage of your offer. The greater the benefit for your customer, the better your advertisement will be accepted. The most beautiful advertisement with professionally shot pictures, models and the most seductive advertising texts are only little efficient if there is no real benefit for the recipient behind the offer. Invest some time to find out what your customer really wants and where exactly the benefit of your offer lies. I find the Maslow Pyramid of Needs very helpful in the search for consumer benefit, as it shows us where the very own interests of the people lie.
In the second step you should explain in your advertising messages why you are delivering this customer benefit (consumer benefit). Years of professional experience, awards and references are often popular arguments. As a founder you will have to find other arguments. Reason-Why is a very important authority in the formulation of the advertising messages, because the reasoning creates trust.
The finishing touches. Tonality includes the form of addressing the customer, visual language, design of the advertisement and so on. Often advertisers concentrate exclusively on this point. This is a big mistake. The customer benefit and its justification fade into the background because the ad looks nice and was perfectly formulated by a copywriter. However, if you ignore the first two steps of the copy strategy when designing the ad, even the best graphic designers and copywriters are powerless. The advertising campaign flops. Nevertheless, an attractively designed advertising message has a clear effect on the efficiency of the campaign.
An example of the importance of customer benefit
You walk through the pedestrian zone. You are presented with a glossy flyer for the opening of a new cocktail bar. The cocktails look delicious. The bar advertises that it has the best cocktails here. There’s a happy hour at the opening. Within one hour all cocktails cost only 4$.
One street further you will receive a flyer again. Another cocktail bar will open. This bar offers the same cocktails as the other bar. But there are no pictures of the cocktails. Only a short list of the cocktail types. The whole thing on a thin neon-colored flyer which was printed only with black color. The offer has it however in itself. The first three hours after the opening all cocktails are free.
Where are you going? Even though this example is simplified, it shows relatively clearly how important customer benefit is. The benefit, i.e. the price saving, is much greater at the second bar than at the first bar. The poorer offer of bar 1 cannot make up for a much better tonality.
Copy strategy summary
You will only get an efficient advertising message if you consider all 3 components of the copy strategy. To take up the example of the cocktail bar again. If the first cocktail bar were to advertise not only that it offers the best cocktails, but also that it invites a star bartender to the opening, the advertising message for bar number 2 would be much more competitive. The star bartender gives the customer an argument why the bar offers the best cocktails (Reason Why). My appeal to you. Invest some time in the conception and find the real benefit for your customers. Use the Maslow Pyramid of Needs as an additional tool for this purpose. Explain convincingly why the customer can count on the advertised benefit in any case. Only then do the images, text and design of your advertising message develop their full effect.
I hope this contribution can help you to make your advertising activities even more efficient in the future. If you want to learn more about marketing strategies I can recommend the following book: