One of the most frustrating scenarios that entrepreneurs encounter is not being unable to sell their products or services. After constant attempts at running advertisements on Facebook, Instagram, and other platforms, entrepreneurs commonly go back to the drawing board and ponder why their prospective clients aren’t interested in what they’ve built. But the truth is, sometimes the issue of not being able to convert on advertising doesn’t actually even come from not having a good product.
We recently asked Imran Tariq, Forbes Agency Council member and CEO of the Webmetrix Group, for his thoughts. He shares a few small steps that entrepreneurs can take to improve their advertisements and possibly drive up their conversions.
Q: In your experience, what are some reasons ads don’t convert even when an entrepreneur has developed a good product?
A: Good products are oftentimes common in the market, so oftentimes offers are indistinguishable and your targeted audience might be tired of similar offers being presented to them again and again. Also, founders commonly get too excited about how great their product is, but really, it’s not about your product – it’s about how your product will be a benefit to your consumer. So, if that benefit statement isn’t clear, conversions will never happen regardless of the quality of the product.
Q: A huge problem is entrepreneurs are too focused on the technical side of their business and they aren’t so great at writing copies. In your experience, what are some key components to successfully capturing a consumer’s attention?
A: Writing copy is broken down into stages. I would say the most important stage is the research stage, which allows you to figure out who your customers are (e.g. lingo, wants, needs, desires, and fears). Once you have done your research, you need to grab your customer’s attention with enticing ad copy that shows people the appeal as to how you will make their lives better. Next, we have to make it easy for a customer to make an action; usually, this is a link to where they can make a purchase.
Q: Another key component of an ad is the creative. How does an entrepreneur approach making an engaging thumbnail?
A: This one is definitely niche-specific. If you’re running advertisements on Instagram, go onto Instagram and reverse-engineer what has already gone viral. Find photos that have double the engagement of other photos (you can find these photos on the profiles of influencers in your space) and figure out what there is in common with these photos. To measure the engagement, do the following:
- Calculate the number of likes for the last 10 photos (no ads)
- Divide the number by 10
- Divide this number by total number of followers
- Now multiply by 100
Q: What is the key to writing a headline that instills a sense of urgency in a lead?
A: To create urgency you want to make an irresistible offer that resonates with the end consumer. It is important to be very specific in mentioning what services you offer and have them be relevant to what your potential customers are struggling with. Additionally, you can limit the amount of time customers have to buy into your service. Make the value-add very clear but make it clear that your customers don’t have an unlimited amount of time to decide. So that’s the key. Making the value-add clear and relatable, as well as making the time to decided limited.
In the growing world of noise on social media as well as the growing competition to reach customers, it is clearly important to establish clear value-add to your customers and make it easy for them to take action. Remember, an advertisement isn’t as much showing consumers how good your product is as much as it showing consumes why they need it.