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Best practices

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 customer is to positively engage with your offer.

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 the 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:
    • What company am I engaging with? What 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 campaign 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.

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