Writing effective creative copy
Your creative copy is the voice of your brand and product or service. The more engaging and relevant your creative copy, the more likely a potential customer is to request to hear more from your business.
The basis of many successful offers can be broken down into:
ATTENTION > INTEREST > DESIRE > ACTION
Attention
Grab the customer's attention; you only have a few seconds to do so. A strong opener hooks the customer and generates intrigue.
Interest
After you have seized the customer's attention, you need to generate interest in your product or service. A good rule of thumb is, “What’s in it for me?” If the customer cannot quickly and clearly answer the question, they are likely to pass on your offer.
Desire
Once you have hooked your potential customer, you need to create desire for your product. Play into the reader’s emotions.
Action
Now it's time to seal the deal! Tell the customer what you want them to do in order to obtain your product or service offering.
Always remember to:
- Keep the customer in mind
- Keep your copy short, clear, and concise
- Make sure to proofread for spelling and grammar errors
- Make sure that a customer can answer the following questions:
- Who am I engaging with? Who is the advertiser or brand?
- What am I being offered? What is the service, product, discount, or offer?
- If I opt in, what happens next? Will I receive a call, email newsletter, or be directed to a website?
Also, remember to follow Rokt's advertiser guidelines. Here are some tips to help your offer get approved in no time:
- No unnecessary repetition
- No excessive punctuation, symbols, or characters (#, $, :), !), especially exclamation marks!!!
- No excess capitalization—including for emphasis (e.g., "FREE" or "CHEAP")
- Don’t use title case for nouns that are not a brand name (e.g., "Televisions, Laptops, and Microwaves")
- No incorrect spacing—e.g., "winaprize" (no spacing) or "w i n" (spaces between letters in the same word)
- Don’t use non-specific phrasing—e.g., "Buy products here" or "Win a prize"
- Don’t use non-standard spelling or grammar for the target market—e.g., "Realize your dream" instead of Realise for a campaign in the UK
- Don’t use unsubstantiated claims or superlatives
Now that you have one creative written, keep going! Try different creatives and let Rokt choose the best performing creatives for your audiences.