Ad verse: how to choose the right words for use in your adverts

Estimated read time 3 min read

Your business has various means of advertising at its disposal. You could, for example, post a few paid ads to Google and Facebook, launch a TV ad, or capitalise on such traditional forms of advertising as posters, leaflets, and billboards.

However, no matter which advertising method you do choose, you should keep in mind that what words you use in them can heavily influence these ads’ chances of success. Here are several ways you can make sure your ads say the right things.

Think about what could catch attention 

No matter how well-crafted any ad is as a whole, its effect is bound to be limited if it fails to draw more than glances in the first place.

However, the job listings website Indeed argues that “unusual and flashy words in advertisements can help capture viewer attention, especially if they’re doing another activity while the advertisement appears in the background.”

Think about what could catch attention 

Attention-grabbing words you could consider selecting for your ads include ‘brilliant’, ‘triumph’, ‘smashing’, and ‘revolutionary’.

Foster trust 

Trust is a crucial ingredient of the formula for instilling loyalty in your customer base. Customers of your business could opt to make repeat purchases from it if, say, you have an impressive track record or offer guarantees — and can succinctly mention these merits in your ads.

There are certain terms that, scattered throughout your advertising copy, can encourage customers’ trust in your company. Those terms include ‘safe’, ‘pledge’, ‘privacy’, ‘promise’, and ‘risk-free’, while you can also point out how your firm is ‘backed’ by third parties.

Assure people of your commitment to quality 

How can potential customers of your company be confident that it is genuinely up to scratch? Of course, these people could simply read customer reviews, or perhaps ask other people — such as on social media — who have had dealings with your organisation.

Certain advertising words, too, can help to put your target customers’ minds at rest. Here are good examples of those words: ‘endorsed’, ‘certified’, ‘satisfaction’, and ‘effective’.

Encourage evaluation of the product or service  

No matter how convincingly worded an ad is about the quality of a specific product or service, prospective customers might remain eager to sample it for themselves before making a purchase. So, why not offer them that opportunity?

Assure people of your commitment to quality 

As you make this offer, you could include the words ‘try’, ‘compare’, and ‘demo’. If the product or service is an upgraded version of one the target customer have previously spent money on, you could also include ‘improvement’ and ‘highest’ in order to emphasise the better quality.

Insert a call-to-action 

A call-to-action — otherwise known as a CTA — is very much what it sounds like: a suggestion of a particular action that a prospective customer could take for their own benefit.

Words that can fit nicely into a CTA include ‘click’, ‘learn’, and ‘explore’. For example, when we write a CTA for this very article aimed at advertisers, we could go for ‘click the following link to visit the Muse by Clio website, learn about past advertising campaigns and explore the possibilities.

Sarah Cantley

Editorial Head at UK Blog for Business & Startup.

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