Successful or catchy-content that generates profits is without a doubt a lesson in psychology. If you’re going to truly attract your customer’s attention you need to call out to the oldest part of the human brain; the reptilian brain.
If you’re unfamiliar with this breakdown, essentially there are three parts to the brain, the youngest, the middle, and the oldest. The oldest part is reptilian and it calls the shots for instinct and survival. Its main focus is to avoid pain. This is where our instinct comes from, giving us the ability to make our decisions.
If you want to generate Google AdWords revenue, your copy must tap into your customer’s pain points, attract their inner desires, demonstrate prominence through contrast, utilize visual metaphors, while most importantly connecting at an emotional level.
What kind of copy should my company produce isn’t the question your marketing team should be asking.
The only question they should ask, the innovator, Tony Ulwick proposed in his groundbreaking book, Jobs-To-Be-Done Theory:
What kind of content will aid our customer in completing the job they want “to be done?”
Just like for profitable keywords, to produce profitable content you need to study your customers. What are they trying to accomplish? What are their questions, concerns, and jobs they want done?
When your brand garners trust with useful content, you will generate leads, and with enough brand awareness, those leads will turn into revenue.
Make sure your team fully understands these four customer aspects before producing your brand’s copy:
- What are they trying to know?
- Where are they trying to go?
- What are they trying to do?
- What are they trying to buy?
If the copy in your ads is answering one or all of these jobs then your brand is on its way to profitable AdWords campaigns.
When you study the job that people are trying to get done, rather than the end-product, your team is minimizing loss to the greatest degree, ensuring you are reaching the right customers with the right content at the right time. Increased revenue will follow suit.
Your customers choose to go to your website over your competitor based solely on what they see in your ads. If your content doesn’t grab their attention, you will miss out on sales.
For your company to achieve the highest profit margin, your ads should directly relate to your keywords, this means that when a customer searches for your product they see a relevant ad, then they’ll visit your site.