This is probably when you’re scrambling to get various things together and stressing about clients just sauntering through their BFCM campaign planning.
我们都希望第四季度取得成功, where your clients are happy and the whole team behind the effort is aligned towards your main goal. Each and every department must know what’s expected of them and the best steps and techniques to reach that high level of success.
We’ve compiled a short guide on how to write successful ad copy for your Black Friday and Cyber Monday campaigns. 看看下面的一些建议吧!
错失恐惧症(FOMO)
At the end of the day, getting people to follow through with your ads and convert is the goal. Creating FOMO around your campaigns can encourage readers to take action and make them truly believe you’re hosting a limited-time/limited-stock sale.
All of your competitors will employ this tactic, so make sure you don’t fall behind the crowd. Even including the simple phrase “limited-time sale” within your ad copy can push the consumer into a purchase because they’ll believe the deal won’t be around for long.
其他例子包括:
- "限量供应.”
- “快点! 优惠在24小时内结束".
- “售完即止”.
- “闪电出售! X现在打X%的折扣，只有几个小时.”.
Making the viewer believe they’ll miss out on the deal is one of the main focuses of your campaigns. Don’t bore them and force them over to your competitors; entice them with flash sales, 折扣突然增加, and language that’ll trick them into thinking you only have one product or one size left in stock.
是一致的
Another top tip is ensuring your copy stays relevant throughout the BFCM period. 让客户感到困惑是你最不想做的事情, as they’re more than likely to choose your competitors for their products instead.
Offering a sitewide blanket discount to all your customers is helpful in this regard. There shouldn’t be anyone incorrectly typing in a code or contacting your customer support team to ask whether one product has a bigger discount than your others.
也, ensure your copy and any codes you use are consistent across all your channels: organic, 付费媒体, 电子邮件营销, 和网站. Don’t unnecessarily puzzle anyone by having different discounts/products/promotion dates across Instagram, 脸谱网, 或者你网站的销售横幅, 因为没人会明白发生了什么.
如果你的广告上写着“黑色星期五特价:八折”, 有人通过点击进入你的网站, 确保他们看到横幅, 图像, 或者登陆页面传达同样的信息. This will alleviate so many issues in the long run and ensure no confusion on the journey from ad viewer to customer.
愿意调整你的语气
这是每个人，我们是说每个人，都会做的事情. Black Friday is the time for sales, so push that message to the whole of the internet and beyond.
您的客户将在销售期间认可您通常的TOV, 但不要害怕改编它以吸引更广泛的受众. This links into the idea of FOMO and ensuring the customer knows that a sale is happening and that it’s a limited-time thing.
在此期间，你不只是想吸引你通常的客户群, 所以尽可能多地使用销售词汇, phrases and emojis into your copy will expand your target audience and allow you to reach lots of new customers. 销售一直都在发生, but it’s important to grab this particular sales period by the throat and really get your message out there.
If products are likely to sell out fast, make sure that’s a principal part of your messaging. If you’re promoting your largest sale to date, emphasise how great an offer the customer is getting.
在你的信息中要清晰
Do not mislead people into thinking your deal or offer is something that it’s not. Putting your discount code or percentage front and centre will show consumers exactly what you’re offering.
同样的, having a clear call to action will make sure the viewer knows what you want them to do; for example, “现场购物”, “结账时用苹果码”, 或者“在篮子里放三件东西，就可以免费送一件”, 等.
Clarity also comes from aligning across all channels and ensuring your deals match. 正如我们之前提到的，有指定的登陆页副本 & website banners that show the same offers as your ads will ensure that nothing gets misinterpreted throughout the checkout process.
保持简单
不要对各种各样的折扣太在意了. No one will understand what promotion you’re offering if there are different percentage discounts for various products or if you’re giving customers “15% off all Black products for Black Friday”. 这很令人困惑!
Using a blanket discount sitewide throughout the sale will make sure the consumer knows what promotion you’re running. Suppose you’re staggering the deals regularly or constantly changing what offer you’re handing out. 在这种情况下, it’ll most likely lead to a few complaints from customers who saw a better discount/other discounted products a few days before your new promotion.
That being said, having consistent and well-documented staggered promotions can be beneficial. Consumers will eagerly wait for the most considerable discount before purchasing, 可能会有越来越多的人和你一起购物.
所以，你得到了它! Those were just a few of our top tips on how you can write successful ad copy for your Black Friday and Cyber Monday campaigns. We love testing the water with new copy techniques and phrases to encourage consumers to click, 浏览, 和购买, 所以希望, 我们鼓励你今年尝试一些不同的东西.
