Awesome Copywriting: Can It Replace A Commercial For Your Brand?
You’re sitting there and you have just gone through your site’s traffic statistics. You just released a snazzy new advertisement but have seen little change in the number of visitors coming to your website. You also haven’t had many calls or emails asking about your company or product. Your thoughts could be along the lines of, “What’s going on? I gave them the old razzle dazzle, and still nothing!”
Here’s a handy tip: commercials and advertisements aren’t actually going to bring in that many viewers.
Sure, they may spark interest here or there, and advertisements are a great way to get your company out there but you shouldn’t be focusing solely on that method. This blog is going to talk about how you can move your content marketing strategy away from purchasing several crazy expensive ads and how awesome copywriting can bring in customers. It is possible!
Commercials Are Expensive Nowadays
We all want to make sure we stay within our budgets and this can be difficult when advertisements cost so much. We see the prices, but we keep remembering all the marketing tips we used to hear, “Advertisements are worth their weight in gold! Invest in ads!” This isn’t the case anymore and you can actually save money with your content. You read that right, if you have great copywriting, you can bring in more viewers and save a couple hundred dollars in advertisement costs.
Chipotle Went The Extra Mile
A great example of using content marketing instead of traditional advertisements is Chipotle. We all remember that amazing infomercial they released in 2013. It told the story of a down-and-out Scarecrow who wanted his little garden to flourish into a well-working farm, but it was tough due to all the processed food business bullies out there. The video keeps going until we see this little garden grow into the Scarecrow’s dream farm and we see him setting up shop with a little cart to sell great quality food.
This wasn’t run as a typical ad on a major network like CBS or NBC; this relied solely on the Internet and going viral. It didn’t advertise anything specifically about Chipotle, it just told their story. Because of the layout of the video, people watched all the way through and were more apt to share this video with their friends online. The only time people will share a straight ad to their Facebook is if it is a hilarious Superbowl commercial, otherwise they don’t want to clog up their friends’ news feeds with even more ads. Chipotle knew this and took advantage of it. This was a great marketing strategy without sounding like a used car salesperson giving a sketchy speech.
Going The Extra Mile With Brand Marketing
Since you know about Chipotle, and have seen how successful their campaign is, it is time to consider how you can implement this into your copywriting and content marketing strategy. You are probably feeling intimidated because Chipotle has the funding to hire a great marketing agency, but you have to rely on yourself to market your brand. This is why you are sticking with expensive ads – you are terrified that you won’t get more customers if you don’t use them.
Well, let’s take a moment to look at a few ways you can implement this into your business, without seeking out very expensive marketing companies:
1. When Storytelling Becomes Your Advertisement. What we saw in Chipotle’s ad was a great example of blending storytelling and copywriting. Instead of making a commercial that sounded like something a politician would produce, Chipotle took a very genuine and honest approach by telling their story. They are a company that took a chance and made a huge decision to cut out genetically modified foods from their menus, meaning they would probably have to start charging more because this world is run on processed eateries. You can see the desperation for a healthier world and you can see that they believe the world is changing for the better. It is very powerful and inspiring, making you want to eat there more than if they simply stated their mission in an ad.
2. Web and Product Design Will Be Major Selling Points. In the Internet Age, your website and product designs must be out of this world and awesome. Great designs work incredibly well with your content, and will encourage many visitors not just to stop by but also to learn more about your company and to purchase your product or service. Learn who your target audience is and go to websites that are popular within that audience. For example, ModCloth is a very trendy website for Millennials – their layout can teach you a lot about designing for the Millennial crowd. You can also look to Accenture for a more professional, older generation look that is still quite appealing to younger generations. Just going to these websites will give you great inspiration on how to design your website. Never underestimate the power of a great design.
3. Active and Engaging Product Descriptions Will Save Money. You will find that product descriptions that are written in an active and engaging manner will save you a lot of money in advertising. A person may be interested in a product but if they do not find a great description, they’ll assume the product isn’t very good. Don’t think your product copy isn’t important and put it on the back burner. This will make a sale or break a sale, and if you treat it like it is unimportant, your customers will treat the product as unimportant, according to David Ogilvy’s tips on awesome copywriting. Focus on making all sales copy sound genuine and engage your audience. Try writing in a style that will speak to them and sell them on your product without coming across as overbearing and annoying.
Awesome Copywriting Matters
Storytelling, great product descriptions, and incredible web and product design is going to go a long way in marketing your business. In fact, it will probably go a lot further than those crazy expensive ads you have been posting and sending out. Your customers will be more than willing to share your product and services if you stay far, far away from the sales lingo none of us like to read. Try crafting awesome copywriting and an excellent content strategy to back up a handful of advertisements, and you will watch your client base grow!