Why Simplicity is the Smartest Strategy for Your Ad Copy
In advertising, simplicity isn’t just a tactic—it’s a winning strategy. Research shows that writing ad copy at an 8th-grade reading level or lower isn’t about underestimating your audience but maximizing impact.
The Power of Simplicity in Ad Copy
When it comes to ad copy, less is often more. Simplicity allows your message to cut through the noise, making it more likely to resonate with your target audience. Successful microbrands like Death Wish Coffee and Allbirds have mastered this. Death Wish Coffee uses straightforward, bold messaging to communicate its product’s strength. At the same time, Allbirds emphasizes comfort and sustainability in a way anyone can grasp. Both brands have snowballed by focusing on clear, relatable messaging.
Why Simple Ad Copy Works
Simple ad copy works because it respects your audience’s time. Consumers are bombarded with messages from everywhere in today’s fast-paced digital landscape. Keeping your ad copy straightforward ensures your message is seen, understood, and remembered.
Example: Let’s compare two versions of ad copy for an eco-friendly water bottle:
- Complex: “Experience sustainable hydration with our revolutionary, environmentally conscious water bottle featuring state-of-the-art materials.”
- Simple: “Stay hydrated and save the planet with our eco-friendly water bottle.”
The second example is more relatable and likely to connect with a broader audience.
Simplicity Doesn’t Mean Sacrificing Persuasion
Some might think that simplifying ad copy reduces its persuasive power. However, the opposite is true. Simplified language often enhances the persuasive effect by crystallizing the benefits of your product or service. As Shane Snow points out, the most effective communication distills complex ideas into digestible, impactful statements that speak directly to the consumer.
Real-World Impact
Microbrands that prioritize clear, simple ad copy often see better conversion rates. Glossier and Boll & Branch are great examples. Glossier’s minimalist approach to skincare marketing has cultivated a devoted customer base. At the same time, Boll & Branch’s simple, ethical messaging has resonated with consumers looking for high-quality, sustainable bedding. These brands prove that simplicity in messaging leads to real-world success.
Actionable Tips for Writing Simple Ad Copy
If you want to elevate your ad copy, here are a few tips:
- Know Your Audience: Tailor your copy to what your audience cares about most.
- Use Simple Language: Avoid technical terms that could alienate potential customers.
- Be Direct: Convey your crucial message quickly and effectively.
- Test and Refine: A/B tests different versions to see which resonates best.
Conclusion
Simplicity is more than just a style choice in ad copywriting; it’s a strategic decision that can significantly enhance your marketing effectiveness. The next time you draft an ad, remember that simplicity isn’t a compromise—it’s a powerful way to connect with your audience. Ask yourself, “How can I make this message as clear and compelling as possible?” The answer could be the key to unlocking greater engagement and higher conversion rates.
For more insights on effective ad copywriting, check out Shane Snow’s research.
