There are too many stimuli and too many brands fighting for the attention of your potential customers.

So before you spend a penny on TikTok, Meta or LinkedIn ads, make sure you understand the principles of persuasion.

A well-crafted ad will grab attention and hold it long enough to persuade your prospects to click on the link that takes them to a product sales page.

Too many social media ads fail to attract attention. It’s sad to see people throwing their money away.

That’s why I want you to learn the techniques the advertising pros use to create ads that get real results.

Knowing these principles will make it easier for you to create ads and SM posts that will make your prospects stop scrolling and pay attention.

Let’s see them all.

The (almost) foolproof formula for creating attention-grabbing social media ads

I learnt this formula from the copywriting group I belong to, The Fix, the teachers like to mess around so they called it D.I.E.

It’s a great name because it’s memorable, and that’s precisely what we copywriters are always looking for: Words that evoke emotions that stick in people’s minds.

D.I.E. stands for DISRUPT – INTRIGUE – ENGAGE

We will look at this formula step by step and with examples so that you can see very clearly how to apply it to your ads and posts on the socials.

How to shake people so they stop at your ad

We are so blinded by so much content and silly videos that almost nothing surprises us anymore.

But surprise is important to shake people out of their lethargy and make them pay attention.

That’s why you need to do everything you can to surprise your prospects with your ad.

And this is how you do it:

✅With a statement, promise, question or image that is completely unexpected or out of the ordinary.

You need to disrupt the pre-determined schemas that people have in their heads so that their brains get a (metaphorical) shock and pay attention.

It isn’t easy to come up with that unexpected or unusual idea, but if you want your ad to get noticed, you have to take the time to find it.

Don’t worry, in this copy lesson I explain several exercises you can do to get to that unusual idea.

They don’t have to be super clever ideas, often the simplest ones work best.

What can help you arrive at your big idea is to think about the end result your prospects want which your product can deliver.

For example, if you sell after-school tutoring, an ad that would work well would be a child saying:

– Dad, I passed!

That’s every parent’s dream: their children doing well at school.

Let’s look at another example to make it clear.

One that proves that you don’t have to spend a lot of money on dazzling images or videos.

With that headline, everyone will pay attention!

Because it shocks and makes us stop in our tracks. Even if we don’t have a husband!

After that headline, the ad goes on to say that this brand of shirts has different sleeve lengths because that is what often goes wrong.

Hence your husband being in another man’s arms.

Michael Gluck was the copywriter who created this ad and I’m sure it took him a lot of discarded ideas to come up with this great one.

A tip to stand out

Do the opposite of what your competitors are doing.

If they’re making videos, make static ads.

If they take themselves too seriously, try being more loose and approachable.

Once we have the attention of our prospect we now have to get them to stay with us so we can tell them why they should buy our product or service.

Intrigue, the most effective hook

Why are series so addictive?

Because they manage to hook us with the old (but super effective) method of intrigue.

We want to keep watching them because we NEED to know what will happen.

The same goes for an ad.

If you want to intrigue your prospects you should ask yourself the following question:

– What is it specifically that makes it essential for my prospect to find out more about this and why?

And this is the solution:

✅ Offer them an interesting fact they didn’t know or a new way of getting a desired result.

Often the novelty of that new way of getting something resides in how you explain it and not really what it is.

Let me clarify this concept with an example.

You would never have guessed that this ad is about a bank because it doesn’t follow the same ad style as all the other banks.

But why is it intriguing?

Because it starts with a very everyday question, especially in the lives of British people:

How long does it take to make a cup of tea?

The comic format of the ad makes you want to read more.

About the same time as it does to open a current account that pays 9% interest.

The above formula consisting of demonstrating the ease of a formality by comparing it to an everyday routine is tried and true.

What’s different here is that we’re more used to seeing this formula start with the action you’re trying to sell.

Like this:

It takes as long to open a BBXA bank account as it does to make a cup of tea.

But Steve Henry – the copywriter who created this ad – knows that this formula neither surprises nor engages, and has set out to turn it on its head.

He starts with the routine action we all identify with (making a cup of tea) and then moves on to the product’s main benefit, that 9% interest.

Notice that they don’t even mention the name of the bank until the very end, in big letters and with a phone number (call to action).

The difference between good copy and poor copy is that good copy emphasises the benefit to the customer, not the product itself.

The third step. Engage your prospects to take action

Engage is a buzzword in all things marketing and sales.

Its real meaning is to stimulate your prospects by giving them a powerful reason to take the action you want them to take.

And you do it by:

✅ Giving them clear instructions on what they need to do to get the benefit they’re looking for and reassuring them that they won’t regret clicking on the link. 

Think about the objections your prospects might have that prevent them from buying your product or service.

Is it the price?

Do they think they won’t use it and feel like they’re throwing their money down the drain?

Show them that they’re buying more value than what they’re paying for and remind them how your product or service is going to help them become a better version of themselves.

Remember, we all buy things to be more attractive, clever, successful, rich, free, in the eyes of others.

Let’s look at an example to clarify this point.

This is not an ad per se, but it could be the last part of one.

Ampliance is a platform that helps online shops sell more with simple tools.

In the image above, they encourage their prospects to book a demo by reminding them of the big benefit they get:

Bye-bye bad shopping experiences.

And by reassuring them that they have already helped more than 400 brands win.

This image sums up the final principle of our Engage formula:

Give prospects compelling reasons to take that action – book a demo.

Wrapping up

Many brands are now embracing video, and yes, it works.

But a well-thought-out static ad that follows the D.I.E. formula can work much better and it often implies a smaller investment.

Think about it.

To make people want to buy your product or service you first have to grab their attention, intrigue them and engage them to take that action that will benefit them.

If your message is attractive, they will listen to you, and whether it is attractive or not depends on how well you communicate that benefit they’ll get if they buy.

Remember:

You aren’t selling what a product or service is, but what it does and the result it brings.

So always think about the benefit of the benefit.

As Happy Ears has done here

This ad follows the D.I.E. formula to the letter.

Disrupt – It looks like an ad for a sex toy, but it’s not.

Intrigue – What saved their marriage?

Engage – it implies a powerful reason to take action – You’ll sleep better with them on. You’ll be less irritable with your partner. Or they’ll be less irritable with you.

I hope I’ve helped you to think better about your next SM ad or post.

Get started now!

I’ve read a lot on the subject and with this mini copy class, I want to save you all the time I’ve invested in drawing the conclusions I summarise here.

We’ll see what kind of images work best on the internet and which ones you should avoid in any circumstances.

Because just as images can help you grab your prospects’ attention and enhance your offer, they can also do the opposite: that people ignore you or don’t get your message.

And to better understand how images influence people’s emotions we’ll look at some examples.

But don’t worry.

We aren’t only going to look at brands with huge advertising budgets, but also at the more mundane ones with whom we surely have more in common.

The main objective: to wake a sleepy audience up

Advertisers of decades ago already came to the same conclusion: the images that work best are those that catch the eye.

Those that break our default mental patterns and make us pay attention.

David Ogilvy, the father of advertising, said:

“What do work are photographs which arouse the reader’s curiosity. He glances at the photograph and says to himself, “What goes on here?” Then he reads your copy to find out. This is the trap to set. Harold Rudolph called this magic element “story appeal,” and demonstrated that the more of it you inject into your photographs, the more people will look at your advertisements. […]”.

If Ogilvy already thought like this before Instagram existed, imagine now with all these brands fighting to get our attention all the time.

We must elbow our way in – or rather use powerful images and copy – to get our prospects’ full attention.

Sometimes the images are so powerful that they don’t need much copy:

And others in which the copy is what will make the message stronger:

Sometimes the impact of the image is created by the headline.

It might be a nothing-special photo but it’s the headline what grabs your attention:

If you see that headline, you’re going to look at the ad for sure, because it’s shocked you. You ask yourself, but why is the waiter calling names to that customer?

The ad copy goes:

“Have you ever doubted the sincerity of an Italian waiter’s smile? Wondered what it was you said that made those Spanish shop assistants giggle? Or questioned why that French doctor gave you headache pills for food poisoning?

Haven’t we all? But imagine for a moment how different these situations might be if you could understand and talk to people when you’re abroad”.

The copy goes on talking about Linguaphone, a language school.

Here the image is nothing out of the ordinary but serves to illustrate and complement a powerful piece of copy.

The copy without the image wouldn’t work as well, and the image alone wouldn’t make people stop and read the ad.

Together, they tick all the boxes.

Let’s look at more examples so we can apply all these important lessons to our mundane businesses.

Want to attract attention? Choose the right images for your #website, #posts, and #ads. #copywriting #socialmedia #design #SmallBiz
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How to use images to help you sell more

Choose images that help you convey your Unique Selling Proposition.

A website with images converts better.

They break the monotony of the text and help your website visitors understand concepts faster.

You should add images that help you convey your Unique Selling Proposition.

Let’s look at how I do it on my website.

My USP is that I give businesses a unique twist by creating original and compelling copy.

And I do that by shying away from boring and repetitive content everyone is using. What I call Zombie Copy.

This image helps me convey my USP in a fun and memorable way.

Illustrations are a wicked way to be more likeable as a brand.

They help you stand out from your competition and convey your main benefits in an original and memorable way.

Lemon.io does it as well:

Lemon.io is a platform that connects developers with startups.

Their USP is that they make sure their devs won’t turn out to be a fiasco since they have to pass a series of tests before they can be part of Lemon.io devs pool.

The image of the CV in a trap help visitors grab their USP quickly summoning one of startups’ most recurrent pain points.

Lemon.io knows their prospects had bad experiences with developers in the past who weren’t as good as their CVs made them out to be.

Illustrations also give personality to your brand since they’re unique.

The illustrators and designers from La Bola Ocho created my website. Together we also work for clients who need copy and brand design.

If you need someone to design your logo, website, or packaging or help you stand out with funny and original illustrations, don’t hesitate!

Images to build credibility

When you’re a service provider it’s important to show your face. Even if you’re a team.

Prospects want to see that you’re real people so they can trust your company to solve their problem.

That’s why you should show your faces on your About page. Or even on your Home page.

Moreover, images of people grab more attention because humans feel attracted by other humans.

And this principle also applies to customer testimonials.

Whenever possible add a photo of the person talking about their experience after working with you or buying your product.

Want to attract attention? Choose the right images for your #website, #posts, and #ads. #copywriting #socialmedia #design #SmallBiz
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Attention-grabbing images on social media

Social media has become a battleground where millions of brands fight for attention around the clock.

It can feel haunting.

But if we want to survive as brands we need to make some space for our businesses in this overcrowded party.

We’ve already seen some tricks to win this battle such as using images with people in them.

But you can’t post selfies all the time because you’ll be considered a narcissist. (And there are already too many around).

Use this resource for some of your organic posts but when it comes to ads better use images that grab people’s attention by breaking mental patterns.

You can do this by choosing images that have that “story appeal” Ogilvy talked about. Images that aren’t too common so when looking at them people wonder “What’s going on there?”

Or you can use images that aren’t so out of the ordinary but complement the copy and awaken people’s curiosity, as we saw with the image of the Italian waiter.

I’ll give you a real example of a product I worked with recently to show you how important the image is to enhance the copy.

This Spanish brand sells tablets to feel less hangover after drinking. For them, I wrote some emails and ads for Instagram and Facebook.

The copy of one of the ads said:

FORGET IT. HE’S NOT GOING TO SLEEP 2 HOURS LONGER BECAUSE YOU HAD A BIG NIGHT.

Don’t regret it.

One tablet just before you start drinking and a second one before you go to bed and forget the word hangover.

100% natural ingredients. No side effects. Ask for Sayonara at your local pharmacy.

This is the image I proposed to enhance the copy:

It was just to give them an idea, they didn’t have to use this exact one I’d created on Canva.

I chose this image because the baby looks you in the eye with that mischievous smile that goes perfectly with the headline.

Moreover, baby images attract a lot of attention because of our natural instinct to protect them.

But oh no!! My heart dropped when I saw the image they’d chosen for the ad:

The baby’s back is turned so there’s no connection with the audience and no mischievous smile directed at the viewer.

Besides, there are too many elements in that picture that distract from the main point. The baby.

With this image, I’m sure the ad won’t work as well. Such a shame!

So remember: if you want people to pay attention to your organic posts or ads:

1. Choose an image that creates a connection with the viewer and enhances an already powerful headline.
2. Or a shocking image that breaks mental patterns and attracts all the looks

Like:

This ad is from an insurance company.

And yet most insurance companies still insist on using boring images and bland copy…

Want to attract attention? Choose the right images for your #website, #posts, and #ads. #copywriting #socialmedia #design #SmallBiz
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Images to sell an experience

And by experiences, I don’t just mean tours, amusement parks or festivals.

Often a product is also an experience.

Air stream knows this very well when selling their caravans.

They sell the experience you’ll live with it, not the caravan itself.

When selling experiences choose images that anticipate the joy of living that precise moment.

Images that generate the desire to be there and nowhere else.

Better show common and real people because it’s easier to identify with them. Models with perfect bodies and faces aren’t always the right choice, they seem too unattainable and therefore less relatable.

Want to attract attention? Choose the right images for your #website, #posts, and #ads. #copywriting #socialmedia #design #SmallBiz
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Images to express a benefit

Images can help you express all the benefits of your product at a glance.

A perfect example of what I mean here is this one:

This ad is for Keloptic, a French optician brand, created by the agency Y&R Paris.

It’s striking because it ticks all the boxes:

1. It breaks our mental patterns (we’ve never seen Van Gogh’s face so clearly in one of his self-portraits) and therefore it forces us to look and pay attention
2. and it expresses at a glance the main benefit of their product.

Images also serve to demonstrate other types of benefits.

For example, size, as Squareup does to show the compactness of their chip readers:

You can also demonstrate the size of your product by taking the photo from below and putting your product next to other objects that serve as a reference.

Burger King does it to show their burgers are big:

The before/after images work very well in many cases to show the benefits of your product or service. Like this one of a hair transplant clinic:

Which images not to use

• Don’t choose bland stock images. Like those of people working on a MacBook with a latte.

These photos don’t contribute anything and won’t help you stand out because you can see exactly the same ones in different places. They don’t compel any benefits, they aren’t striking and they don’t make people want to be there at that moment.

• Photos of large groups of people don’t work as well because it’s more difficult to identify with one of them.

Best use images of individuals or small groups.

• Be careful with images that are too heavy and slow down your website.

Use a plugin to optimise the images’ size. I use optimizador.io.

• Poor quality images. If you don’t want people to think your company is shoddy, watch out for those blurry, low-resolution images.

Don’t upload photos that have been sent to you via WhatsApp. They always lose in quality.

• Images of beautiful landscapes that have nothing to do with your product or service.

I see this a lot. Coaches, SaaS companies, plumbers, whatever, who randomly add in a picture of some snowed peaks and a blue lake.

These images serve no purpose to your business. Visitors haven’t landed on your website to look at pretty landscapes. They just want to find our quickly how you can help. Use images that make sense and help you express your value.

• Metaphorical images that confuse the message

Imagine you are a coach and you say on your website “Take the bull by the horns” and you decide to accompany the copy with a picture of a bullfighter.

This image may confuse your reader. What’s this? A coach or a bullfighting school?

Keep in mind that people often don’t read the whole copy, but scan it and read only single sentences.

Want to attract attention? Choose the right images for your #website, #posts, and #ads. #copywriting #socialmedia #design #SmallBiz
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To sum up

Before choosing an image for your website or socials ask yourself these questions:

• Is there a clear advantage? For example, does this image present my product or service well?
• Does it help people understand what I mean?
• Does this image create an emotional appeal? For example, does it help prospects visualise themselves using the product pictured?
• How does this image relate to my brand and does it appeal to my target audience?
• What message does this image send – if any?
• How will prospects respond to this image and will it change their opinion? For example, will it help facilitate the buying process?

If you aren’t sure about the answers to these questions, think again before uploading that image.

Maybe you want to choose a different one that better conveys what you want to transmit and that will attract your prospects’ attention.

I hope this mini-copy class has helped you better understand how to choose your images.

Now you know how important images are to enhance your copy and vice versa!

See you around!

Want to attract attention? Choose the right images for your #website, #posts, and #ads. #copywriting #socialmedia #design #SmallBiz
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For that, you should create a campaign and filter the audience so your ads reach the right buyer persona and give you better results.

But I’m not going to talk about strategy here, but about copywriting and how to generate great ideas so your ads stand out and move people to click.

If your ad goes unnoticed, doesn’t engage, doesn’t bring anything new and doesn’t encourage people to click on the link, no matter how spot-on is your strategy, you aren’t going to get the results you want.

In this copywriting lesson, you’ll learn several techniques to generate ideas that will help you create original, fun, exciting and clickable ads.

We’re going to see how to decide which image or video best expresses that idea, and which copy will make the whole thing make sense.

Because the image is as important as the copy that accompanies it. One without the other won’t work.

I’m not going to fool you, it’s not easy to stand out, there’s already too much of everything and people are tired of ads.

Every ad that appears on a feed feels like an interruption, so, as Bob Thacker says: “If you’re going to crash the party, at least bring champagne”.

If you’re going to interrupt, make it worthwhile.

Many of the techniques you’ll learn in this lesson are taken from the book “A Self-Help Guide For Copywriters” by Dan Nelken I strongly recommend you to read.

We’re going to talk about how to entertain and make people smile with an ad, but also how to make an ad effective.

Because you should never lose sight of the ultimate goal of an ad, which is simply to SELL. And let’s be clear, if your ad is cringeworthy or goes unnoticed, there will be no sale.

Let’s start!

What makes an idea stick?

The ideas that catch our attention are those that break predetermined patterns and are easy to get and memorise.

In the book Made to Stick, the Heath brothers decode the formula for a brilliant and catchy idea. These are the ingredients:

• Simple – goes to the essential and universal
• Unexpected – captures people’s attention by breaking predetermined patterns
• Concrete – the idea is specific, 0 generalities
• Credible – it isn’t too fantastic, it seems real
• Emotional – touches an emotion
• Story – any concept is best understood through a story

The majority of great ads have most, if not all, of these ingredients.

Pay special attention to the first ingredient of the formula, it has to be simple. But don’t confuse simplicity with something vapid or silly.

Good ideas have been carefully thought through. If an idea is simple, it means that you first had to go to the core of the concept in order to get the essential and universal out of it.

And to get the gist of it you have to go to the heart of the matter.

For example, imagine you sell an accounting software. One of the features is that it sends alerts when invoices are about to reach their due date.

What’s at the heart of the matter here?

That you won’t pay penalties for delays (this is the benefit).

You can start with this idea and add the other ingredients to transform it into a great idea.

Now think, how to make this idea more unexpected? This idea is quite obvious and doesn’t break any predetermined patterns.

What if the first thing we see is a picture of someone with a bump on their forehead? The image generates curiosity as to how they got it:

The copy would be:

“Jimmy gets a bump on his forehead at the end of each month.

He can’t help but bang his head against the wall every time he misses a due date.

Never pay penalties again. Download the HappyAccounting App”.

It’s an unexpected idea because you don’t know what the ad is about and you’re curious to know why Jimmy gets a bump so often.

It’s concrete, it refers to a specific and universal act of banging one’s head against the wall.

It’s credible, it’s something that has happened to everyone at some time.

It appeals to an emotion, the fact that you feel like an idiot every time you miss a due date and have to pay a penalty.

It tells a story, the story of Jimmy missing a due date

The blissful process to generate great ideas for your #socialmedia #ads. #copywriting #SmallBiz #Marketing
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This idea is something I came up with on the fly and I would certainly not present it to a client like this. I’d first have gone through the process of coming up with several original ideas until I decided which one was the best.

Let’s see how to generate lots of ideas and come up with the winning one.

The process of creating lots of good ideas

Dan Nelken in his book calls this process filling buckets.

It consists of thinking of a benefit of the product or service you want to sell and creating several buckets with other benefits derived from that main benefit.

Let’s look at this with the example of the previous section, the accounting software.

“It sends you alerts when payments are due”.

We’ll create several buckets with benefits derived from that benefit.

“You won’t pay penalties”.

“You’ll have more money to invest in your business”.

“You’ll be able to concentrate on new ideas for your business to earn more income”.

“You won’t damage the relationship with your suppliers”.

“You can utilise your memory for other things like remembering your husband’s birthday”

Keep adding ideas to this bucket until you have 10 or 20, the more the better.

What we’re really doing here is filling this bucket with benefits, features, truths and facts that serve to draw out ideas we’ll use later in our ad.

The next step is to fill each of these “ideas-buckets” with 5 or 6 new ideas to get “the benefit of the benefit, ” which we use a lot in copywriting.

Ask yourself often: “what’s the benefit of the benefit? “

In the previous example, I’ve added “you won’t damage your relationship with your suppliers” the benefit of that benefit could be that you will be able to negotiate better prices.

I’ve filled this bucket with fairly “common” and expected ideas, but if you want your ad to be fun or unexpected or both, you have to think outside the box.

And how do you get out of the ordinary?

Now comes the fun part.

How to come up with unusual ideas your competition will wish they thought about them first

The previous process is necessary and will give you good ideas for your ads, but it may not help you generate those original ideas your competition hasn’t come up with first.

To generate more unusual ideas you should ask yourself different questions. You know the old saying:

“To get to different solutions you have to ask different questions”.

This part of the process is where you can play around and get a bit crazy. It doesn’t matter if the ideas seem rubbish to you, the important thing is to write them all down and get on with it. Bad ideas lead to good ideas, but you have to go through the whole process.

To generate new and unusual ideas, you should create other buckets with answers to questions like, What would life be like without your product? Or with too much of it?

Exaggerate life with and without it and go to extremes to explore unexpected dimensions. An example of this would be the bump on the front, we’re exaggerating what life would be like without the product.

This billboard is an excellent example of exaggeration done well:

Another trick to get more original ideas is the so-called 180-degree thinking. This method consists of directing your mind to the opposite end of the spectrum from where you would naturally go.

The blissful process to generate great ideas for your #socialmedia #ads. #copywriting #SmallBiz #Marketing
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Let’s look at this with the example of the accounting software. One way to go to the other extreme of the product or the benefits it offers would be to think of doing the accounting manually, for example with an abacus.

We could see a man dressed as an ancient Roman using an abacus and a headline that reads:

“Your accounting made easy, fast and without having to dust it”.

(It’s not brilliant, but it’s what I came up with on the fly without filling the buckets. If I had filled them, this headline would be much better.)

How to get out of a creative rut

Coming up with new ideas isn’t always easy. There are times when you feel uninspired and nothing comes up to your mind.

And you start panicking because the deadline is immovable and fast approaching.

In these moments you need to sit your bum on the chair and do the following exercises that will help you unblock the creative part of your brain and make it want to collaborate.

One is to set yourself a challenge. Set yourself a time limit of 15 minutes in which you have to write down 20 or 30 ideas.

No one is looking, people won’t even see them, it doesn’t matter if they are crap, the important thing is that you write down 20 or 30 ideas in those 15 minutes.

Thinking at that speed will help you silence your inner critic who paralyses you by trying to sink your self-esteem and telling you how much you suck.

Since you have to think very fast, you won’t give him time to bother you.

Another way to unlock your creativity is to set yourself other types of challenges such as limiting yourself to 3-word sentences or finding an analogy for that product and writing 10 sentences starting with “It’s like…”.

“This software is like having an accountant but without paying her annual leave.”

Something that can also help you activate the creative part of your brain is to use pen and paper and to draw even if you aren’t great at it.

Remember, no one will see it, it’s just for you until you find that Big Idea that will be the one you present to your client.

Other ways to unlock creative thinking:

• Imagine you are addressing 6-year-olds.
• Think of a character or celebrity and try to write as if he or she were speaking (one often used is Master Yoda and his peculiar way of speaking, but it could be Boris Johnson or Antonio Banderas).
• Write sentences as if they were book or film titles (The software that came from the future to save your business).
• Write a page telling a story about your product and start with “Once upon a time…”.

And above all, don’t judge yourself, take it as if you are just playing and trying it out, so your inner critic will be less likely to ruin your morning.

And when he does, tell him, don’t worry, I’m not going to show it to anyone, it’s just for me and he’ll leave you alone (just for a little while, because the bastard always comes back).

The blissful process to generate great ideas for your #socialmedia #ads. #copywriting #SmallBiz #Marketing
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To sum up

We often think we aren’t creative because we push ourselves to write something GREAT on the first try and that’s impossible.

All the great ideas you see out there are the result of a lot of discarded copy and crumpled pieces of paper thrown away (metaphorically, thank goodness we don’t waste so much paper anymore).

Everyone can come up with good ideas if they put their mind to it. Some people may find it less difficult than others, but if you put your mind to it and you allow yourself to play with all the possibilities, I’m sure you too can get there in time.

It’s all about showing up and silencing your inner critic in every possible way in order to let you think clearly.

Go and get those great ideas!

The blissful process to generate great ideas for your #socialmedia #ads. #copywriting #SmallBiz #Marketing
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But you want to sell your product or service, so you need to find a way to get your prospects to stay and read or watch what you have to say.

Only by getting them to listen to you can you convince them that your offer is what they need.

And I will reveal to you the only way to get it:

Making your prospect the sole protagonist of the story

People will only pay attention if you’re talking to them and about them, and as early as in your headline.

To achieve this you need to know your buyer persona profile: what really interests them, what kind of worries keep them awake at night and what they want more than anything else in life.

Once you find out what might push them to act, you need to use the right words that will make them give you their full attention and trust.

Let’s see how.

How to get people to read your ads, posts and web pages.

1.      Using “You” a lot

The pronoun “you” is very powerful.

Your prospect is more likely to listen to you or read your webpage if they perceive a more personal connection, and you achieve this by using an informal voice.

Even B2B companies are starting to use a more informal voice to create that closeness and connection.

After all, behind every purchase decision made in a company, there’s a person, not a faceless, soulless entity.

Even in Product and About pages the word “you” has to appear more than “I” or “we”.

For example, instead of saying:

“We teach you how to write copy that works”.

Say:

“You’ll learn to write copy that works.”

Instead of saying:

“I help you manage your frustration by turning anger into something productive and positive”.

Say:

“You’ll stop getting angry when you feel frustrated and turn that anger into something productive and positive”.

Notice that not only have I used the word “You” but I’ve also projected a positive image of themselves in the prospect’s mind. The future tense verb helps them see themselves in that better place they wish to be in.

This brings us to the second point.

The reason people are ignoring your #ads, posts and web pages. #copywriting #SmallBiz #marketing #socialmedia
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2.      Empathising with their problem

The best way to get a person to listen is to show them you understand their situation and the problems they’re experiencing. Problems that your product or service solves.

In marketing parlance, this is called agitating the problem. You agitate the problem when you describe in a vivid way what’s going on in their minds and in their lives.

Those thoughts your prospect ruminates on regarding the obstacles that are preventing them from getting where they want to be.

Let’s look at an example from Jena Viviano’s website. She is a career coach:

“Did you know that there are about 250 applications for each job?

You’re on LinkedIn and you find the perfect job description. You spend hours tweaking your CV, optimising all the keywords and getting (contradictory) advice from about 10 friends. You send it through the applicant tracking system and get a response in the form of this:

CRICKETS.

Or worse. An automated email saying you’re not qualified. You throw up your hands in defeat, wondering what voodoo magic you have to do to curry favour with the recruitment gods.

Has this ever happened to you? Tweaking your CV won’t be enough”.

Jena knows very well what goes through the minds of job seekers and describes it in a vivid way: “you throw up your hands in defeat”.

She empathises with the reader and makes them pay full attention to what she has to say. Prospects reading this will trust Jena because it feels like she knows them for real.

It’s like when you meet someone and immediately feel in tune with that person because she seems to be able to read your mind.

You can achieve this by thoroughly studying your buyer persona’s profile.

3.      Using the same expressions they use

When you use the same words to describe the same things, your prospects feel at home and will spend less energy trying to understand what you mean.

The less effort they have to put in, the better.

Make sure the words you use in your copy are the same words they use in their daily lives.

And how do you make sure you’re doing this?

By reading product reviews, testimonials and comments people leave on social media and on your competitors’ websites.

Take the time to read all these comments carefully and note down the expressions they use most often. Study the level of education and knowledge your target audience has and always adapt your copy to that level.

If you have to use technical words to explain something, make sure your prospect understands them, and if you aren’t sure, explain them.

Everything needs to be crystal clear at the first read.

That’s why it’s so important to create a brand voice from the start that resonates with your target audience.

Let’s look at two examples of very different voices to give you an idea:

Shinesty is a sassy brand. They call pants “Ball hammocks” and have even trade-marked the term. This brand isn’t for everyone. Shinesty is for men who like to wear flashy pants and would call them ball hammocks.

On their socials and website, they use expressions and jokes that resonate completely with their ideal customer.

At the other end of the spectrum, there’s J. Peterman a fashion brand that sells an “Officer & Gentleman Field Shirt” or a “Prince of Wales” jacket. It’s clear that J. Peterman’s customers aren’t the same as Shinesty’s.

By using their distinctive voices, they both manage to reach the right audience.

The reason people are ignoring your #ads, posts and web pages. #copywriting #SmallBiz #marketing #socialmedia
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4.      Praising your prospects

Many people like to see themselves as unusual, special, privileged. The desire to belong to a group they consider “superior” will push them to make the purchase.

The refined, cultured, rich, smart, sexually attractive, successful entrepreneurs, etc.

Promise them that with your product or service they will ensure that others will see them as members of that “superior” group and they will listen to you.

As does Nada’s Italy, a travel agency that organises luxury tours in Italy.

“Tours for people who don’t go on tours”.

With that headline, they’re saying you don’t belong to those horrible groups of noisy tourists who fly on low-cost airlines and move around en masse. You’re special, a person who wants to travel without feeling like a sheep of the flock, who wants to experience the real thing and who is prepared to pay whatever it takes to experience an unforgettable and exclusive trip.

David Abbot was a brilliant copywriter and the ads he created for The Economist magazine will forever remain etched in the minds of those of us who work in advertising.

The Big Idea around which all their ads revolve is that if you read The Economist you will never be a “nobody” again. You’ll advance in your professional career and everyone will notice you and respect you.

His headlines always have a hint of mischief and they’re clever, sometimes you have to stop and think for a few seconds to get the idea.

And that’s what Abbot wanted, to praise you by saying: “you’ve got it so you’re smart, you’re one of us. “

The reason people are ignoring your #ads, posts and web pages. #copywriting #SmallBiz #marketing #socialmedia
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5.      Giving hope

Earlier we talked about agitating the problem your prospects are experiencing and reminding them of all the annoyances and obstacles this problem is causing.

But we all like happy endings, where problems are solved, obstacles are overcome and the protagonist gets what he or she wants.

This is the hope you should give them when presenting your solution: your product or service is the happy ending that awaits them at the end.

But, be careful, your solution has to sound real and relatively easy to achieve, otherwise, your prospect won’t be willing to make the minimum effort required to adopt your solution.

Let’s look at an example.

Hey is a new email platform that saves you time and frustration by tidying up your inbox:

“It’s your show

Email is frustrating because so much is out of your control. Vague subject lines, getting cc’ed to death on group threads, separate threads that should really just be one thread, etc. You quickly get stuck dealing with everyone else’s bad email hygiene. No more! With HEY, you’re in charge.. “

Hey goes on to explain how it works with precise examples that we all recognise in our daily lives:

“Instead of getting push notified for everything, you decide which senders or threads are important enough to warrant notifications. You’re in control.”

Hey gives you hope by saying that your inbox frustration is about to end:

“Email’s new heyday

Email sucked for years. Not anymore — we fixed it. HEY’s fresh approach transforms email into something you want to use, not something you’re forced to deal with. “

6.      Don’t forget the golden thread

Never lose sight of that golden thread that sews your prospect to the copy with which you’re going to convince him.

This thread is especially important in long copy like Hey’s when you need to give more explanations on how it works and more arguments to buy.

Let me explain.

Imagine that your prospect is the needle and you pass a golden thread through it, the copy is the fabric.

When you feel the needle is too far away from the fabric, you stitch it together once more. And you do this by appealing again to the emotion you want the reader to feel. (That emotion that is the basis of your Big Idea).

Your prospect has to be sewn tight to the copy with a golden thread, so they won’t leave and will listen to everything you need to say to convince them.

You move away from the fabric when you explain more technical data or talk about a specific customer case. Always come back to your prospect, she is the protagonist. Only she and her feelings matter.

Let’s see again how Hey does it. It’s a new tool so there’s some technical stuff to explain.

But then they stitch you to the copy with this great golden thread in the form of a letter from their CEO, where he basically says “I know what you’re going through and we’ve solved it“. His letter even manages to move you. Just brilliant:

“Hey everyone—

I’m Jason, CEO here at 37signals.

Email gets a bad rap, but it shouldn’t. Email’s a treasure. It feels great to get an email from someone you care about. Or a newsletter you enjoy. Or an update from a service you like. That’s how email used to feel all the time.

But things changed.

You started getting stuff you didn’t want from people you didn’t know. You lost control over who could reach you. An avalanche of automated emails cluttered everything up.

And Gmail, Outlook, Yahoo, and Apple just let it happen.

Now email feels like a chore, rather than a joy. Something you fall behind on. Something you clear out, not cherish. Rather than delight in it, you deal with it.

And yet, email remains a wonder. Thanks to email, people across cultures, continents, countries, cities, and communities communicate every day. It’s reliable. It’s simple. It makes it easy for two humans to share their love, and for millions of people to earn a living.

So good news, the magic’s still there. It’s just obscured — buried under a mess of bad habits and neglect. Some from people, some from machines, a lot from email software.. “

The letter goes on a bit more explaining that Hey is going to make you love email again. That’s the main emotion, that’s the Big Idea.

The reason people are ignoring your #ads, posts and web pages. #copywriting #SmallBiz #marketing #socialmedia
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To sum up

Your prospect is the hero of the story. The absolute protagonist of everything that is going to happen in your copy and in his mind.

Never forget this and never let him out of your sight.

To help you keep him in mind, imagine someone real, a friend, your sister or a former classmate.

Someone who looks like your prospect and is interested in what you’re selling. Putting a face helps your copy to be more direct, more human and to sound like a real conversation.

That’s the big trick in all this: your copy has to sound a lot like a conversation between two friends.

See you around my blog or in your inbox. My emails are the kind that Hey would rate as important 😉

Sometimes it can give you the impression that SM is a waste of time since it’s not providing you with the results you expected.

And it’s true, SM can be a dangerous way to waste lots of precious time without getting anything of value in return.

If you don’t want this to happen to you, you need first, a good strategy, and second, to craft posts that add value to your audience.

I know what you’re thinking: everyone talks about the importance of having a strategy, but no one tells you how to do it.

In this post I’m going to give you some essential clues not to waste time on SM and to create content that provide results.

In other words, content that boosts sales.

Shall we see these clues?

Let’s start.

How to create a social media strategy for small businesses

First of all, you need to choose which channels you want to be active on.

I know that digital marketeers like my dear Neil Patel advise you to be omnichannel.

I don’t know about you, but I don’t have the time, nor do I have a dedicated community manager, so being everywhere is impossible for me.

If this is your case too, you will have no choice but to choose.

3 or 4 platforms maximum.

And how do you choose these SM platforms?

This graph shows the most used SM channels worldwide.

The first thing you need to do is to analyse where your ideal customer is and make sure you’re there, too.

This brings me to remind you once again of the importance of knowing your buyer persona (ideal customer).

Talk to your current customers and do further research on what your ideal customer is like by reading comments and joining related groups on Facebook.

Check Twitter’s trending topics and be up to date with what people are talking about.

Your product or service is not going to interest everyone but a certain group of people.

It’s your job to get to know those people better.

The next step to make sure your SM efforts give you results and are not just a useless pastime is to define your objectives.

These can be:

• Build brand awareness
• Create a sense of community by adding value
• Get prospects into a sales funnel
• Inform about special offers
• Increase organic traffic to your website

Let’s see what kind of publications work best for each of these objectives.

Build brand awareness

Apple doesn’t need to invest a lot of resources to get people to know them, but you probably do.

These types of publications don’t have to actively sell, it’s what’s known in marketing as indirect selling.

Many businesses get this goal completely wrong and think that in order to build brand awareness they just need to talk about themselves.
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Huge mistake.

Nobody cares if your product is new in the market or you’ve been in business more than 10 years.

People are basically only interested in:

• Being loved
• Not making a fool of themselves
• Succeeding in what they do
• Feeling important
• Being attractive
• Having power
• Feeling safe

These are the core emotions that move people to exchange their precious money for a product or service.

So there is no point in talking exclusively about you and your business. You need to talk about your ideal customer and her desires, fears and dreams.

The copy of your SM posts need to appeal to one of these core emotions in a subtle way.

Depending on the type of product or service you offer, you have to think about which core emotion you’re going to stimulate with your copy.

For example, if you sell fashion products, you’ll appeal to people’s need of being attractive to others.

If you are a coach, you’ll appeal to the need of feeling safe and/or being successful.

Building brand awareness is to tell the world through Facebook, Instagram or Twitter: Hello I’m here to make you happier and this is how I’m going to do it.

I follow FuckUp nights’ account on Facebook because it makes me feel better.

This group has branches in most big cities, they organise events for entrepreneurs or those who are thinking about starting a business.

During these events, different people share their fuck-ups and what they have learnt about these mistakes.

This is excellent because, on one hand, you learn from others’ mistakes and at the same time it makes you feel better since you understand that everyone can make mistakes and it’s not the end of the world.

You also feel more energetic to continue working on your own project knowing that if you fuck it up you can always get up and start again.

Their posts always share some funny and optimistic quotes.

Create a community by adding value

People are tired of businesses trying to sell them something all the time, so they won’t follow your FB or IG account unless these add something of value to their lives.

If you want to create a community of followers who interact with you and with each other you need to provide value.

But real value.

As we saw in my article on how to write texts for Instagram that boost sales and not just followers, both Facebook and Instagram give greater visibility to those posts that have more engagement.

What does this mean?

That these platforms no longer reward only posts with many likes (they know these can be bought) but those that have more comments and where people stay reading (or viewing, if it’s a video) for more time.

That’s why Instagram’s captions are getting longer with more focus on adding value.

There are several ways to provide value to your followers:

– Writing articles on your blog

That provide useful information to your target audience. Because they talk about a solution to a problem they are experiencing, or because it teaches them something handy.

You can craft posts which build up curiosity and encourage people to read the post on your blog.

On Instagram you cannot add a link directly on each post but you can add it in your bio.

– Sharing an experience, a tip, or asking a question to your followers

These types of posts encourage people to leave comments and to share, so FB, LinkedIn, IG or YouTube will give you more visibility.

Get prospects into a sales funnel

Social media is the ideal tool to get prospects into a sales funnel.

If you want to know more about how to create a sales funnel read this article.

The best way to get people into your funnel is to create a post with a lead magnet.

A lead magnet is a form of valuable content that you offer for free when people subscribe to your mailing list.

Once they are part of your mailing list you can send them a sequence of emails with the ultimate goal of selling them a specific product or service.

This lead magnet has to be attractive enough for your target audience to give you their emails addresses.

No one wants to receive more spam so they’ll think carefully about it.

If you create a compelling post that includes a big promise which interests your ideal customer she will have no other option but to click to subscribe.

Once again, it’s a question of how accurately you’re going to appeal to that core emotion so that your prospect can only click to find out more.

Inform about special offers

Do you know what the term FOMO mean? It stands for Fear Of Missing Out.

When we are on Facebook, Instagram or Twitter we find out what’s happening not only around the world, but particularly in our neighbourhood.

I know a lot of people who have not deleted their FB accounts only because it’s a way to keep themselves up to date with events happening near them.

They are simply afraid of missing out great stuff if they are not on SM.

Take advantage of FOMO by informing your target audience about your special offers and events.

They will gladly continue following you if you also inform them about events organised by other people that may interest them.

Talking about other people’s businesses is a great way to show generosity and that you really care about people and not just about their money.

Increase organic traffic to your website

This should be a primary goal of your social media strategy.

Think for a moment what would happen if Facebook and Instagram disappear one day for whatever reason.

You will then lose all your followers in the blink of an eye.

Besides, posts you share on these platforms don’t belong to you, they belong to Zuckerberg.

But if you direct traffic to your website and encourage people to subscribe to your mailing list, you will have greater control over what you share and, moreover, you won’t lose those contacts even if social platforms disappear or are no longer a trend.

Because today it’s Instagram but tomorrow it can be something else.

So keep this in mind when working on your SM content and try, whenever possible, to encourage people to visit your website, either to read a post, to download a free eBook or to watch a video.

If you have a business you should seriously think about your strategy on Instagram.

This social platform is gaining ground to others, although it’s still far behind Facebook and YouTube.

The fact is that we can’t ignore it.

Instagram is above all a visual platform where images are most important. In fact most people check Instagram to look at photos of friends and celebrities.

Many brands like yours are there because their ideal customer is also there.

People are willing to follow these accounts if they bring something of value to their life.

Although images are critical, you must not let pass the opportunity to sell your product or service with the help of some juicy copy.

Good copy enhances good photos. As simple as that.

Instagram’s algorithm is designed to show first those posts that have a lot of interaction with their followers.

Posts that not only have likes, but where people also leave comments.

There are many accounts that buy false followers, as well as likes, and Instagram knows it.

Your Instagram captions need therefore to be strategically designed in order to produce that interaction you are looking for.

To be honest, I haven’t used much Instagram as a marketing tool.

I have an account, obviously, but I rather use it to post cool photos, since I like photography.

However, I’m studying lately a lot to see if I can also get some results for my business.

I have done experiments and read a lot about the subject and I have come to the conclusion that Instagram captures are increasingly important to achieve good results.

I don’t know about you, but I don’t want to spend hours on Instagram to have only likes that won’t serve me at all.

I want my efforts to be rewarded; to just pass the time I rather read a good novel.

If you also want your time on Instagram to be profitable let’s see how you should write your captions so they bring you more sales, which in the end is what we all want, right?

How To Write Instagram Captions That Boost Sales. #copywriting #instagram #socialmediamarketing
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Short or long Instagram Captions?

The old belief was that Instagram was purely visual and therefore you didn’t have to take much care of the text.

This has proved wrong.

Many accounts such as the iconic National Geographic are writing real books on their captions.

And you know what?

People do read them.

There’s this other old belief that people don’t read, but nothing could be further from the truth.

People read if they’re interested in the text and accounts like this one show it.

How To Write Instagram Captions That Boost Sales. #copywriting #instagram #socialmediamarketing
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Instagram not only rewards posts with comments but also those in which people spend more time reading.

With this, I don’t mean that you should write a book every time if you don’t have anything to say.

Make sure the text you write is interesting to your buyer persona.

And how do you make sure of that?

If you have done your homework, you will already have a fairly clear picture of who your ideal customer is and what kind of desires and problems they have.

Your caption adds value when it answers those questions that are on your ideal customer’s mind.

If he feels identified with what you write he will read it with great interest.

Having many followers doesn’t necessarily translate into sales, but if you do it well, this little window to the world can convert more followers into customers.

Add always a link to your website to increase traffic

If your followers stay on Instagram and don’t go to visit your website you won’t be able to increase the organic traffic and therefore you won’t improve your ranking on Google.

Organic traffic is the most valuable thing you have, these are prospects who visit your site already with an interest.

Either because they have done a Google search with a few keywords and you have appeared in the top positions, or because you have prompted them to visit your site from your Instagram account.

On paid ads, you can add a call to action button that directs prospects to a page on your website, such as View more, book now, etc.

You can’t add a call to action button on organic publications so you have to direct people to click on the link on your bio.

Create curiosity, talk about your latest blog post, or about a new service you offer so people will want to know more by visiting your website.

Think always about your audience and how you can help them.

How To Write Instagram Captions That Boost Sales. #copywriting #instagram #socialmediamarketing
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The types of Instagram posts that work best

Sharing useful advice

Sharing practical advice or teaching something to your audience that you have recently learned through experience raises your profile, gives you credibility and authority in your field.

Create a tutorial or share something you’ve recently found that you don’t think others know, talk about the results of something you’ve been testing, or new applications you’ve found, etc.

All these things help your ideal customer solve her own problems and she will thank you by reaching to you when she needs a product or service like the one you offer.

Testimonials

Share with the world the great things other people are saying about your work.

Use quote formats you can find for free on platforms like Canva, or even better, share a picture of the person who praised you and include his words.

Don’t forget to add information about how someone can contact you if they also want to get what that person has achieved with your help.

Behind the scenes

People like to see what’s going on behind the scenes. Sharing photos from your day to day, in your studio or workshop will be like letting them look through a little window at how you work.

If you work in a team, post photos of your colleagues working together on a project.

These types of posts bring your audience closer; in the end people want to buy from brands they identify with and can trust.

Community

To bring your audience even closer together think about creating a sense of community.

Share something you are struggling with, something you have observed, ask for help, reposition someone in your community, share a victory with your followers and always speak in a modest and honest way.

Inspiration

This is the most popular of all Instagram publications.

These inspiring posts provoke an emotional response in the audience, suggesting them to imagine themselves enjoying your product or service.

“Can you imagine…?”

“Have you ever tried….?”

Quotes

Create quotes that share wisdom with your audience and serve as inspiration too.

How To Write Instagram Captions That Boost Sales. #copywriting #instagram #socialmediamarketing
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Write on a different platform and then copy the text

Don’t ever skip this step!

Typing directly on your phone can be disastrous.

To make sure you don’t include spelling mistakes and the text is well structured, you can simply write it on OneNote or Evernote on your computer first and then copy it from that same application on your phone and paste it onto Instagram.

Nobody wants to read a messy text with grammar mistakes.

Call to an action

As we have seen before only paid posts can include a CTA (call to action) but you can bring traffic to your website by encouraging people to click on the link on your bio.

You can also encourage people to leave comments in order to increase your visibility.

These are ways to encourage people to take action:

Asking questions

Those people are encouraged to answer because they feel the topic touches them emotionally.

A conversation takes place, not only between you and that person but also with others.

These posts work really good.

Inviting people to tag a friend

This technique is very common and serves to attract more visits to your profile.

Things like: “Tag that friend who needs coffee in the mornings.”

“Tag that friend who wants to travel alone.”

Include captions that match the wishes and concerns of your target audience and that you know will be followed up.

Encouraging people to comment or share

If your text adds value, if they appeal to people’s emotions, you will encourage people to leave comments and share.

It’s important to create a sense of community:

“those who like to travel alone” “People who like animals more than people” “solo entrepreneurs”.

It’s important to define yourself in order to create a community.

Let me explain.

Define your personal brand

Instagram is a very powerful tool that can help you to create your personal brand.

It allows you to spread the message; that WHY which defines your entire strategy.

If you are able to establish your personal brand, your ideal customer will feel identified with your WHY and will be part of your community.

You can’t be liked by everyone and there will be always people who think you’re a pain in the neck.

It’s okay.

Those people are not your ideal customer.

Your ideal customer is that person who appreciates the value you bring to her life with your publications.

What’s more, when she is on Instagram she looks forward to seeing your posts.

And if she doesn’t see any, she wonders why and feels like she’s missing something.

These are the kinds of posts you want to share.

How To Write Instagram Captions That Boost Sales. #copywriting #instagram #socialmediamarketing
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Tell a story

The best way to reach that group of people who will identify with you is by telling compelling stories.

Use the power of narrative (in this article I tell you in more detail how to use storytelling) to get the attention of your target audience and bring them closer to you.

Nowadays people buy brands they feel a certain connection with.

Not only do they like the product itself, but even more what that brand stands for.

Empowered women, people who respect the environment, athletes, people who love travelling, entrepreneurs.

If you tell stories that resonate with the desires of your target audience, they will respond.

Emoticons? Yes, but not too many

People use too many emoticons.

Ok, sometimes they help us to express an emotion or to add some humour.

But when you use them too much, 3 things happen:

• It gives the impression that you can’t express yourself properly and that’s why you need emoticons
• The text is too busy and makes it difficult to read
• You don’t sound serious

Being funny is ok, after all, most people are on SM to distract themselves from their problems.

This aspect could also be part of your personal brand.

If you’ve decided to be that funny brand that makes people laugh all the time you may NEVER need to sound serious.

But if you’re a brand that doesn’t just want to be entertaining, and from time to time you wish to sound serious, you shouldn’t make too much use of emoticons.

Improve your written language instead.

Express with words what you want the reader to feel instead of using – out of laziness – an emoticon.

How To Write Instagram Captions That Boost Sales. #copywriting #instagram #socialmediamarketing
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Don’t be a pain

There are people who publish something, not just every day, but even several times a day.

This seems excessive to me.

But it depends on you and above all on your buyer persona.

If your ideal customer is continuously on Instagram and doesn’t have a life of his own, well, maybe you should publish several times a day.

But I think the tendency is for people to worry more and more about not spending too much time on SM.

I firmly believe that the opposite effect will occur and that spending too many hours glued to the phone screen will be a reason to be ashamed of.

Be a pioneer on this and use SM with moderation, even incite your followers to do the same.

You don’t have to tell people constantly what you’re eating or how you’ve been served that coffee, which is by the way, just average.

How To Write Instagram Captions That Boost Sales. #copywriting #instagram #socialmediamarketing
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Reply to people’s comments

It seems obvious and still many people don’t do it.

Show respect for your audience by responding to people’s genuine comments.

Sometimes you will get criticism, but if it comes from a person who has expressed it in a correct way, it’s better to reply.

When we expose ourselves to the public eye we run the risk of being criticized, not everything is going to be compliments.

People like to express their opinion and sometimes they may not agree with us.

We must receive these criticisms with an open heart and see if they have any constructive feedback we can use to improve ourselves.

It’s an exercise of self-reflection.

If the comments are rude, or even offensive, then that person is not worth your time.

Conclusion

Instagram is a very useful tool to promote your brand and increase traffic to your website.

In this article, we have talked about the importance of captions and how we should write them in order to engage our followers.

I must add as a final note, although I think it’s obvious, that images are vital, so you must take care of them if you want to be successful on Instagram.

A cool image accompanied by a text that appeals to emotions is the perfect combination.

See you around!   

Featured Image by ijmaki from Pixabay