Write dating advertisement
If I were looking for a divorce attorney – which I’m not, by the way! Perry Marshall, author of the world’s best-selling book on Google Ad Words, is always talking about the importance of solving prospects’ problems in your ad copy.
This technique is just as crucial when it comes to your ad headlines as it is in the body copy of your ad.
It’s quite true about the saying – There’s no second chance at making a good first impression.
Advertisement, regardless online or offline, if they don’t catch your attention within seconds they are considered failed.
One way to do this is by asking the searcher a question with your headline. Not only does it pose a question in the ad headline, it also uses very particular phrasing (“Protecting your family”) that implies solidarity and dependability – qualities that you could very well be looking for in a divorce attorney.
This is also an exception to the “include the keyword” tip outlined above – although this ad headline doesn’t include the keyword I searched for, it’s still a much more compelling ad than the others I saw.
Even if you have the best product or service since sliced bread (or Uber), it won’t matter if you can’t tempt prospects to click on your ads.
Of course, window dressing is one way to get prospective customers’ attention, but online, this task falls to your PPC ads.
By sympathizing with your customer’s problem, you’re creating a bond between you, which can increase trust – or, at the very least, catch their eye.
The digital marketing industry has more buzzwords and jargon than many of us care for, and I’m sure you probably use some specialized terms in your industry, too.
However, be careful about how you choose to do this.
Making blatantly false accusations or claims could land you in hot water or lead to sanctions from Google or Bing, even if it’s done in jest. Hard data can be a trust signal, and it can plant the seed of trustworthiness in the mind of your prospect.