In digital marketing, every word counts. Carefully chosen copy that resonates with your audience and compels them to take action is a tool in the ‘marketing toolkit’ that is often overlooked.
Depending on your industry, copy strategy will look different, but understanding key words and phrases that are relevant can help to improve your overall campaign performance. Let’s get into it!
Industry: Live Events
Focus on the VALUE you’re providing.
Clearly communicate what attendees will gain, such as entertainment, education, or exclusive prices that they can’t get elsewhere. Make sure you’re highlighting what makes your event unique, such as special performances, experiences, or award winning shows.
Create a Sense of Urgency
Any sort of urgency you can push is your friend. Using wording like “limited-time discounts”, “early bird purchases” or “flash sales” in your copy creates FOMO (fear of missing out) and can help to drive purchases.
Power Tip: Include a countdown/deadline. Point out when ticket sales end or when prices will change. This will create purchasing urgency and drive consumers to get their tickets, asap!
Value Keyword Examples:
- “Enjoy [specific perks or experiences] included in your ticket!”
- Tickets starting at only $_______
- “A [once-in-a-lifetime] event for just [price]!”
- “Your front-row seat awaits!
Urgency Driven Keyword Examples:
- Limited tickets remaining – get yours now!”
- Don’t miss out – Only [X] seats left!”
- Early bird pricing ends soon!”
- Hurry – sales close at midnight!”
Industry: Recreation
Experience-Driven Messaging
Use language that emphasizes the experience your ticket is providing. What makes your experience worth the money? In your copy, highlight what makes your recreation activity unique, such as exclusive attractions, unique experiences, or family-friendly features.
Highlight Social Proof
Use testimonials and reviews from real guests who have enjoyed their experience to gain trust from your audience. Everyone’s concerned about what other people are doing, and tend to trust others more than they trust their own instincts!
Power Tip: Use direct quotes or reviews from consumers who loved their experience!
Experience Driven Keyword Examples:
- “Create lifelong memories for your whole family!”
- “Turn your weekend into an extraordinary escape!”
- “Enjoy a full day of fun for only $____”!
Social Proof Keyword Examples:
- “Thinking about trying [recreation activity]?
Here’s what [Customer Name] had to say:
‘[Insert review highlighting benefits].’
Ready to experience it for yourself?”
- ‘[Insert short testimonial]’ We couldn’t have said it better ourselves! Want to experience it too? Get tickets now!”
- “We’re so grateful for the love from our community!
‘[Insert review or summary of multiple testimonials].’
- “‘[Insert review].’ – [Customer Name]
Have you tried [Recreation Offering] yet? Share your experience in the comments— we’d love to hear!”
Industry: Hospitality
Emphasize Value
How is your experience worth the money? How do you differentiate your offering from competitors? Messaging that addresses these points will be effective in showcasing the value you offer.
Highlight special offers such as weekend getaways, holiday discounts, or themed packages (e.g., honeymoon packages). People love to feel like they are getting a great deal.
Power Tip: Use urgency triggers like “Book by [date] to save!” or “Don’t miss this package deal”
Highlight main features people shop for:
Whether you shine in cleanliness… location… amenities, highlight what you’ve got going! Use your unique strengths to your advantage!
Value Focused Keyword Examples:
- “Limited-time offer! Enjoy early bird pricing when you book your stay for the summer season!”⏳
- “Stay longer, save more! Enjoy up to 15% off when you book 3 nights or more.”
- “Why settle for ordinary? Our boutique hotel blends historic charm with modern luxury, offering a truly unique escape you won’t find anywhere else.”
Feature Highlight Keyword Examples:
- “A pristine stay, every time. From eco-friendly cleaning practices to daily sanitization, we go the extra mile for your peace of mind.”
- “Stay in the heart of it all! Just steps away from [landmark or attraction]”
- “Unforgettable adventures in a private mountain setting. We’ve got the best views in town!”
Certain phrases and keywords in your copy can be the difference-maker for driving someone to convert or not. By utilizing these simple strategies, your ad campaign copy can work for you and your business goals.
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