Copywriting is, undoubtedly, one of the most crucial aspects of any kind of online marketing. Slick and compelling copywriting is an integral part of native advertising campaigns also. Well-crafted copy that captures the audience’s attention has far more potential to execute conversions and acquire hot leads. Read ahead for more detailed information about how to use copywriting for effective native ads, and the different types of pages you need to create.
You’ll Learn How to Craft Prelanders
When designing in-house campaigns or client projects, the experts at Purple Black start by creating prelanders. You might consider the prelander a presell web page that displays just before the actual offer landing page. This page appears after the advertisement and before the purchase page or buying cart. Prelanders can potentially convert an entirely cold audience into a hot ready-to-buy lead. Crafting them effectively is an intricate and systematic step-by-step strategy you’ll implement in your company. You’ll learn the process regardless of whether you run a lead generation or an eCommerce business.
Copywriting for Native Advertising is Not a Conventional Process
Make no mistake. Copywriting for native ads is not just about coming up with some genius ideas and tapping away at your computer. Instead, it is a systematic strategy that you’ll learn to achieve great results. Before starting with the ad feature, you must ask three crucial questions.
1. What is the Mass Desire that Motivates Your Market?
The big mass desire that motivates the market can vary from time to time. Take, for example, the high energy prices in Europe, which leads to the desire for monetary savings on fuel costs. To identify this audience's pain point, you must do some research by watching the news. Reading online and offline newspapers, periodicals, and other materials places your finger on the pulse of the market. That’s how you’ll learn what motivates the audience.
However, also know that finding a particular mass desire could take time and sweat equity. That’s because the borders are not exactly well-defined. You’ll have to pace your research and gather information over a longer time frame. Of course, if you live in the location where you intend to market, that’s a distinct advantage. You can get into the audience's skin and understand how they think. Yet another alternative is to connect with entities on the ground who experience the daily realities.
2. What is the State of Sophistication?
Next on the agenda is identifying how many similar products and services are already available to the prospects. Are they familiar with this product niche? Are the prospects aware of what the product or service is all about and what it does? More importantly, you’ll identify if they know about the value the product provides and what it can do for them. Next, you’ll explore why the audience is not buying the products. And the special USP that could set your offerings above the competition. That’s your state of sophistication.
3. What is the Stage of Awareness?
The stage of awareness is how much the market already knows about your particular product or service. At this point, you can gather more detailed information but across a longer time interval. To do that, you’ll spend time interacting with a study cohort, control group, or market subsection. The ideal situation would be if you were a part of the market and could feel the motivation.
How the Different Stages Work Together
The stage of sophistication is essentially about research. You could research with native ad tools like Ad Strikes, Facebook ads library, or TikTok ads library. The results will yield invaluable data about how many products and services are presented to the audience. You’ll also learn about the time interval they have been consuming the ads, such as days, months, and years. The third stage of awareness may encompass several audience demographics in varying clusters.
You’ll Identify 3 Broad Categories of Stages of Awareness
Although there can be any number of stages of awareness, let’s cluster them and come up with three broad categories. Before starting the copywriting process, you must identify the particular cluster you want to represent.
Cluster One – The Most Aware Audience
The Most Aware audience is people who already know about the product. They are familiar with the brand name or similar offerings from a different brand. The audience knows about the features, how it works, and the value it provides. Chances are that the prospects are just waiting for an attractive deal to finalize their purchase. Like, for instance, free shipping, or maybe, a two-for-one combo offer that’s just too good to pass up.
People in this stage know a lot about the product and, perhaps, are aware of the price points. Or, what the product should cost. They have likely double-checked the prices and compared tags from various brands and multiple sources. This approach or strategy makes sense for a brand offering cheap products, additional features, or a USP. However, if you offer an expensive product or a mass product marketed with multiple suppliers, this strategy won’t work. The audience just won’t be interested in the product.
Cluster Two – The Customer Knows of the Product But Doesn’t Want it Yet
This audience category is familiar with the product, but uninterested in purchasing it. Chances are the prospect is unaware of the product’s features and how it adds value. They may not have enough data and details to make the decision. The copywriting objective here would be to educate the audience on what the product does. And what makes it a good buy. You’ll talk about features or new selling points that the prospect does not know yet. That’s how you’ll convince them to buy the product now.
The goal of your copywriting is to compel the audience with the final push they need to complete the purchase. You’ll focus not only on mass benefits, which are, undoubtedly, legit but also a something extra or USP.
Colder Than Cold
This audience cluster is entirely unaware of the product. They have never seen anything like it and may not even be aware of the product niche. This cluster is suitable for new, innovative products that serve as solutions to a problem. Some products may even create or identify problems that prospects never knew existed. This is one of the most challenging approaches but also the biggest market opportunity.
Ultimately, It’s All About Scalability
As a rule, advertisers start by targeting The Most Aware cluster since it is the most accessible audience. Generating sales is easy here, and you can achieve high sales and profitability by offering perks and discounts. Think add-ons like free shipping that can get sales, but this cluster is a small percentage of the market. You can’t really expect unlimited scalability. In comparison, the Colder Than Cold group is much more scalable. That’s because most audiences may not know the product or service. So, you see, not only are you exploring the different stages of awareness, but you’re also identifying appropriate approaches.
Your Copywriting Approach Depends on the Targeted Cluster
The ideal approach for The Most Aware audience is simple. You’ll offer incentives like a price drop or free shipping to generate sales. For the second target cluster or The Customer Knows But Doesn’t Want it–you’ll offer information about the various product benefits. Oftentimes, a single or a couple of benefits could spur the prospect to finalize the purchase. For instance, you’ll talk about how easy it is to use the product or that it allows for cash savings.
The final Colder Than Cold cluster is the biggest audience by far. If you can design a slick editorial, you’ll convince and convert prospects into a ready-to-buy lead. After reading the copywriting piece, this niche should be ready to buy the product.
Let’s Explore Copywriting Approaches or Pillar Content
Copywriting approaches or pillar content can be of different kinds. Think options like money-saving or an entirely new option like a trendy product. Next, you’ll match the approach to the audience cluster. For instance, if you’re using the money-saving approach, it is suitable for the first cluster–The Most Aware. But, if your pillar content is about ease of usage, it will target The Customer Knows But Doesn’t Want it cluster. Additional strategies could include information about product features, cheap alternatives to better-known brands, and more. Let’s look at a few examples to illustrate better.
When designing pillar content, you’ll create a series of advertorials since you can’t be sure which strategy will work best. At Purple Black, we start by structuring three different kinds for each audience cluster. The first is concise, with only minimal information, and then, medium-sized and long-form content. Once you’re ready with the content, you’ll have a total of 9 content types or editorials ready to go. You’re now prepped to test the content against each other by running multiple campaigns. Each campaign can center around strategies for different products, device types, and other factors.
As you continue testing, you’ll identify which advertorial works best and delivers great results. For instance, the short or concise versions may work very well for The Most Aware cluster. The next step would be to create more or similar pieces of pillar content to market to the audience. The trick here is to run multiple campaigns that enable testing against each other. That’s how you can generate KPIs that will help you evaluate the cheapest sales at the end of the day.
Copywriting for prelanders and any other pages for native advertising involves a lot more than coming up with genius ideas. It is a structured process that involves asking the right questions and checking the prospect’s state of awareness. Next, you’ll develop the right pillar content, strategies, and approaches to match the audience clusters’ awareness stage. Of course, you must try multiple campaigns allowing A/B testing. Finally, you’ll test how well the campaigns have performed by compiling KPIs. That’s how you can evaluate the editorials and advertorials that have worked well. Any further copywriting and content creation should be KPI-driven.
Copywriting for native advertising is a complex strategy and needs expertise to execute efficiently. We welcome your questions if you need more information about how it’s done. Click on this link https://purple-black.com/call-page to schedule your free consultation and tap into our performance-driven know-how to take your business to the next level.