Salem Peters Salem Peters

Your Brand and Pinterest

For many years, companies have shied away from utilizing the incredibly visual platform, Pinterest. We believe this is because from early on, Pinterest began to brand themselves to speak specifically to and address the needs of a younger female demographic.

But the tides are changing.

Now, more than ever, 40% of new sign-ups are actually men, says Pinterest. Pinterest is a massive platform, though not as large as say Instagram or Facebook. But it’s growing. Pinterest has 322 million global active users, which has 200 billion pins saved.

Pinterest, according to some of these analytics, means that this platform is nothing to shy away from when it comes to your brand. 

You see, Pinterest is unique in that it’s  a place where users go to do primarily two things:

  1. They are going to make a purchase, and Pinterest helps users discover this.
  2. Pinterest users may be trying to decide what they want, and go to Pinterest to discover what that actually is.

Pinterest has a whopping 83% of its weekly Pinners actually made purchases based on the content they saw while scrolling! Seventy-seven percent of weekly Pinners discovered a new brand. The bottom line here to note is that Pinterest is a place all about the user, and a place to create something for themselves.

However…

With all of these incredible metrics, did you know that an alarming 97% of the top pins are actually unbranded? When we talk about a brand, what we are meaning is a company identity as seen through their content. Almost all of the top-pins have no identity if you will. Do you know what this means? It means there is a massive void, and dare we say opportunity, for your brand to stand out in this vast space? We believe so. This factor, along with a few other points we will mention here in a minute, show us that Pinterest may just be the secret weapon your brand needs.

So here are some helpful tips on branding from Pinterest themselves

  1. Brand Your Pins: As we stated earlier, 97% of top-searched pins are actually identity-less. They have no brand. This means that when you see a pin that may be performing well but may not be converting as well as it could because it’s not branded. According to Pinterest, when companies branded their pins and ensured there was a cross-platform brand continuity, they saw a 13% conversion rate increase! So before you go to post that pin, ask yourself if your image has a logo? What about the image itself; is it visually striking and clear? Is it vertically oriented? What about the text? Do you have a text overlay that is clear and to the point, along with clear titles, captions, and hashtags? These are just a few quick questions to ask yourself to help take your brand to the next level!
  2. Think “mobile”: What we mean by this one, and we thought it was a brilliant point, is to design for the user’s cellphone, not necessarily a desktop. According to Pinterest, 85% of their users are accessing their platform through their phones. It’s important to use your content and the pages you are sending people to are mobile-friendly. This means ensuring the font is screen readable and content is optimized for a cellphone.
  3. Brand Continuity: We touched on this a moment ago, but ensure that not only your pins but also the pages you are linking your pins to all have the same branding will help your users not feel as disjointed and create a more pleasant user experience. A simple audit of your accounts can help alleviate this with the same logos, banners, and color schemes being implemented. 
  4. Set-Up Shop: You can also create an online shopping experience through Pinterest! And with their catalog feature, you can link your brand’s page to your Pinterest page to make shopping a breeze. And if you are worried that you will have to adjust your Pinterest every time you add an item to your eCommerce store, don’t worry! Their catalog updates your Pinterest automatically though the data link so updating is not a hassle across platforms. 

Some Freebies for you on your Brand’s Journey to harnessing Pinterest

  • Pick and eye-catching image.
  • Reference Pinterest’s incredible amount of free information such as their yearly calendar that shows trends to help you research and strategize with monthly and yearly data.
  • Use video, and forget the audio (but don’t forget the text overlay).
  • Think like your audience when curating content. Pinterest is a place where people go to discover what they want, or make purchases. 
  • For more resources, check out their blog: https://business.pinterest.com/en/resources-and-guides

The more we at The AD Leaf research and utilize Pinterest, along with the shifting marketing landscape, the more we see Pinterest as becoming a heavy-hitter, especially for all of your visually strong brands and those who are selling items or services. If your brand is wanting to harness the power of Pinterest, or simply looking for some marketing help, The AD Leaf is ready to take your business to the next level today. For questions on who we can help, please visit us online at www.theadleaf.com

 

Social Media in a Time Like This

It’s a very strange time in the world right now. The current global crisis of COVID-19 has the world rocking and reeling. And rightfully so. Never before in my life have I seen something like this. Just today I went to order Thai food, temporarily spacing on the mandatory stay home order issue that has closed many businesses and restaurants. I was hit again with the painful reminder that there is a real crisis happening, right outside. And we are all in this together. 

We will make it through.

What does the current global climate mean for your social media? There has been a 70% increase in time spent across social platforms such as Instagram and Whatsapp, a 50% increase of messaging across Facebook’s platforms, and 2x more Facebook and Instagram Live views.

There have been 468 Million mentions of keywords related to the COVID-19 outbreak across social media channels over the past 90 days. That number is staggering. With 62% of adults in the U.S. getting their news from social media while 59% of consumers engage with their favorite brands on social media as well. And from a recent poll, 68% of people learned about company updates from social media, with 79% via email.

These numbers are pointing to one thing: People are turning to social media outlets now more than ever for information, connection, and so much more. Digital attention is drastically on the rise as people turn to social media to what we at The AD Leaf believe to be a more grass-roots resurgence of the whole point of social media: to be social. With many staying at home to protect the lives of others and themselves, social media has reminded us once again that it’s of vital importance as a tool to remain connected, to communicate ideas, or organize and collaborate, and see loved ones.

With that being said, there is something of vital importance to insert here. The current COVID-10 pandemic is not a marketing opportunity. 

With the state of the world, there are things that you need to consider as we all navigate into some pretty murky waters. Below are a few quick ideas that we think are vitally important for you, your brand, and social media:

  1. Be careful to not “go dark” – This is huge. It’s important to not just drop off the face of the planet, especially in a time like this. Your brand needs to be seen as a pillar of strength for your audience. What we would suggest is to pause your social media, take a step back, and reevaluate the direction of your strategy. What was communicated last week may very well not fit into the current narrative. It’s ok to take a step back for a few days to reassess the situation, the tone, your strategy, and your in-house staff. But then, once ready, come back as a source of strength and encouragement to others. Going dark for a long time communicates an instability that will hurt you in the long run. Keep the lights on.
  2. Don’t capitalize on the situation – We have never seen such a pandemic like this in our lifetime. This is not the time to try and hijack the situation for personal gain. Many don’t mean or realize that what they are communicating is actually insensitive, so take a moment to think about which foot you are stepping forward with. Make an extra emphasis on empathy, and approach the situation as someone who is here to help. That doesn’t mean however that you cannot sell products, but it does mean don’t use a painful situation to capitalize on. Be careful here.
  3. Tone – We touched on this, but the tone is huge here. Stay true to your brand during this time, but exercise balance. The livelihood of your team may depend on selling products, and that’s ok. But the way you go about things here requires more tact and balance than ever before. Think about staying true to yourself, but being more compassionate. As an additional note, it’s ok that your brand doesn’t have all the answers. Transparency coupled with professionalism is a bright, shining example that we have seen many companies exercise in the light of recent events.
  4. Communicate – Whether it’s with your team or your audience, it’s of paramount importance to over-communicate in this time. And if you are able, work from home to help reduce the spread of the virus. We have a plethora of ways to remain connected, like the video conference call company, ZOOM, to help you and your team remain on the same page. With your audience, it’s important to do the same and let them know what’s going on. As we saw earlier, a large percentage of people use social media for company updates, so once you have stepped back to reassess your direction, come forward with a clear message of hope, resilience, and on-brand messaging. A point of caution here would be to be careful to not communicate information that your audience may not need. There is a plethora of companies, brands, leaders, influencers, politicians, newsrooms, newspapers, authors, actors, and endlessly more voices out there, communicating information. Sending out that email to an inbox that has already received 54 emails before 9 am can add unnecessarily to stressors that are probably already occurring. Only send pertinent info. 
  5. Practice moderation – This one is a gentle reminder about mental health. It’s ok to not have all the answers. It’s equally ok to not be glued to social media or the news where the challenging events are constantly in your face. Our mindset can be greatly impacted by the onslaught of the terrible things that are happening out there and being viewed in real-time at our fingertips. Take this time home as an opportunity to spend additional time with your spouse, your kids, to pick up a hobby, or to go on a walk. Practice social distancing, but also unplug and take a moment to exercise gratitude. Science shows that those who practice being thankful are mentally and physically healthier and happier. Take a moment to smell the roses. 

 

While this is a serious event in human history, we have seen glimmers of hope and encouragement from regular businesses and people, just like you. For example, Krispy Kreme is giving away donuts to all health care workers. The CEO of Texas Roadhouse gives up their salary so front-line workers can get paid. Zoom has made video sharing services free for teachers so at-home classes can commence. Starbucks has extended mental health benefits to its partners. Apple is offering unlimited paid sick leave to any of its employees experiencing related symptoms. Sprint is giving its customers unlimited data and 20G of hotspot access for 60 days to ease remote working. And the list goes on!

We at The AD Leaf want you to know that if there is any way we can help you, please reach out to us. We are here for you. 

 

Resources:

https://buffer.com/resources/social-media-management-in-times-of-crisis

https://www.forbes.com/sites/amymorin/2014/11/23/7-scientifically-proven-benefits-of-gratitude-that-will-motivate-you-to-give-thanks-year-round/#6f75c197183c

https://www.forbes.com/sites/blakemorgan/2020/03/17/50-ways-companies-are-giving-back-during-the-corona-pandemic/#4cb944dd4723

“Loretta”: Kicking Ads & Taking Names

We’ve all seen it.

The tear-jerker ad released by Google during this year’s Super Bowl commercial ad space.

This ad by Google depicts the voice of an elderly gentleman using Google to remind himself about his late wife, Loretta. This ad was also inspired by a real person, a Google employee’s grandfather. As the commercial begins, it avoids much of what Super Bowl ads are known for. Comedic humor. Celebrity faces. Nostalgic flashbacks. With so many of these pop-culture references and heavy emphasis on humor, each company and advertising agency has one of the most competitive niche ad spaces to fight over. And with a 5 million dollar price tag for a 30-second commercial space, the competition and drive to stand out becomes even more daunting.

To be fair, there were so many ads that were incredibly well-done and clear in their communication. From the Cheetos commercial with MC Hammer dancing in those…pants, to the dog that was the survivor of heart cancer, to the loveable Ellen ad showcasing life before Alexa, the lineup was chock-full of heavy hitters in the marketing space. Then there’s this Loretta ad that had us holding back tears and smiling without even trying.

The commercial opens with slow typing on a familiar Google search browser. The typing was the immediate initial stand-out element. It was slow, more intentional. Before a male voice could be heard I knew this was going to be potentially an elderly person behind the keyboard. Then the words “How to not forget” are seen, typed into the search bar. The stringed music begins to play, creating a somber ambiance. As the commercial continues, you can feel both sadness, but not mourning; a relatable “human-ess” but also a hope for one’s own life.

Then we hear an elderly man asking Google Assistant to help him remember different aspects of his wife, Loretta. It takes a moment to realize, but the more you watch you begin to realize that Loretta is the man’s wife, and she is unfortunately no longer with him. The commercial is of an obviously kind and warm widower who is using Google to help him remember things of a woman he loves but is no longer there with him.

As you continue to watch you see slideshow and videos that are obviously taken from a real individual from a real marriage and a real life. This is so important because if this was done any other way, an ad like this (which is already a big risk due to the nature of the ad) could be seen as insensitive, manipulative, and morbidly crass. But as you watch you see over and over pictures and videos of a real couple, happy and in love. Google is right there, helping this man remember Loretta’s favorite foods, how she liked going to Alaska, and how she hated his mustache he grew one time. Heart-warming doesn’t even begin to describe all the feels we feel watching this!

“Remember, don’t miss me too much, and get out of the dang house.”

Here we see that she truly is gone, but we also see a beautiful snippet of her relationship towards him, not just his towards her. It alludes to a moment he had with his wife, probably one of the last. Google helps with the heart-string tugging here by including the last little note from Loretta that said, “…and get out of the dang house’ helping the viewers navigate this sad topic with life and humor. The commercial ends with us hearing a human voice, the voice of the widower, and a door opening as he leaves the house with his dog, ending on a beautiful, real note.

Google’s “Loretta” ad embarks on a risky balancing act of sadness and joy, life and loss…and does it beautifully. Check out these stats from the data-driven video marketing agency, Unruly:

“Loretta” earned an EQ score of 6.5 thanks in large part to its large emotional impact. Nearly half (49%) of viewers had an intense emotional reaction to the ad. It was a 58% more intense reaction than the average U.S. ad and the highest of any of the 40 Super Bowl ads tested by Unruly. According to the company, “Loretta” was nearly twice as likely to make viewers smile, almost four times more heart-warming and 12 times more sad than the average U.S. ad.
The emotional reaction also seemed to translate to brand impact, leading to the highest brand favorability of any of the Super Bowl ads Unruly. Nearly half (49%) of all viewers reported a favorable view of the brand, compared to a U.S. average of 37%. What’s more—46% of viewers also reported purchase intent, with 47% saying they were willing to find out more about the brand.

“The Super Bowl is traditionally the chance for advertisers to bring home the laughs, yet two of the top three ads leaned heavily on more serious emotions. Google’s ‘Loretta’ ad had the highest score for sadness in the top 10 and both Google and New York Life Insurance had some of the highest scores for warmth at 32% and 26%, respectively,”
The data and the results shine a burning spotlight on one (there are obviously many more) glaringly important fact when it comes to marketing: In order to win big, you must risk big.

When I say risk, I mean to dare to take the road that others aren’t taking. Google did it perfectly in this ad because they counted on seeing the same trend of humor and nostalgic ads, all clamoring for a spot as top dog (Speaking of the dog, the other ad in the top 3 tier was about the dog who had heart surgery!). Google specifically and deliberately swam against the proverbial current by taking not the humorous and nostalgic road which is always a safe choice that “works”, but by daring to forge a new path by sewing themselves into your lives through appealing to something that binds every person together: Love. Google was making a simple and yet incredibly effective claim that we need Google for the most important things in our lives.

In order to win big, you must risk big. Sure, you can spend too much money on a 30-second ad space to create something brilliant, funny, and feel-good. Most of the ads we viewed and analyzed were indeed incredibly well thought out. But what about making something memorable? By appealing to different emotions than the typical niche space of the Super Bowl ad space, Google dared to be an outlier.

This is why Google’s Loretta is brilliant marketing. It perfectly goes against the trend by taking big risks in appealing to unusual emotions, while implying that we need Google for life’s most beautiful things.

And won.

Is your business ready to take the road less traveled and make something not only great but memorable? Consider partnering with us at The AD Leaf and let’s start kicking ads and taking names together. Call 321-255-0900 today.

Facebook Ads: 4 Best Practices

 

Working in social media marketing, there are so many constantly changing variables to keep track of. For some, this is why they love marketing. For others, this is a point of frustration. Personally, I love the ever-changing landscape that is social media marketing. Daily it feels like there is something new to discover and (inevitably) some new challenge to conquer.

A brand standard is non-negotiable. This is a concrete value or practice within your brand or agency. For example: Daily we show up here at The AD Leaf at 8:00 am. This is a company-wide standard. 

A best practice could be the different routes we all take to get here at that set time. One day it may be that I take US 1. A colleague of mine may take a different road depending on traffic. The start of the workday is set. But the way to get to work may change depending on a plethora of variables. This is what the best practice is like.

This changing landscape is something to keep up with as we mentioned above. How do best practices fit within creating Facebook ads? Below are 4 best practices that we perform (at least for now) when creating Facebook ads. Contemplate these for taking your ad strategy to the next level.

#1 Your Facebook ad must be visual.

2020 marketing predictions show that social media is only going to become more…well, social. This means that there are going to be more image-based interactions, especially within branding and product search with areas such as eCommerce. In order for you to keep up with the times, your Facebook ad must be visually compelling. Having a visually engaging Facebook will cause the Facebook algorithm to treat your ad more favorably. Have you heard of the old saying, “Don’t judge a book by its cover”? Unfortunately, the Facebook algorithm (and honestly, the majority of the social media niche) didn’t get this memo. To stand out and be memorable, you have to have a visually compelling image. This will cause Facebook to not only treat your ad more favorably, but your ad will also be more likely remembered and shared across platforms. 

#2 Your Facebook ad must be relevant.

The success of your Facebook ad strategy hinges greatly on not only the visual potency of the ad but also the relevance of the ad. How relevant is the ad with your target audience? This is huge. You wouldn’t want to create an ad for artic snow parkas and marketing it all the way down south in Palm Bay, Florida! Not only that, but you want to place the ad before not only the right audience but the right intentions of your audience. This is critical, as you are spending time and money and need to ensure the ad you are running gets in front of the right people with the right intentions. 

#3 Your Facebook ad must be enticing

What makes your ad different than any other? Why should your viewer click on your ad to view more? Why should they visit your website? These are great questions to create a great, enticing ad. You should compose it in a way that is believable. For example, saying something like “Get a free roof today!” isn’t believable to me. I would read that and think it was a scam. But if a company was upfront with me I would trust them more and be more willing to click on their ad. If it read something like this I would definitely stop to find out more: “Did you know that going solar can get you a new roof in the process? Contact us today to learn how this happens at no cost to you!” When I read that, I see how this could be possible, and I don’t feel trapped by the transparency of the ad. 

#4 Your Facebook ad must have a clear call-to-action.

As stated above with the second free roof example, I ended it with “contact us today to learn how!” Your ad needs to cause your viewer to finally do something with your ad. Imagine this process as a link in a chain: each one builds upon one another for a specific and intended outcome. I saw a huge increase in getting leads when I pushed past my personal apprehension to asking the viewer to do something with the ad. When I began saying things like “Go here to get 20% off” or “Click the link below to get a FREE quote” I started seeing great conversion rates. It’s always helpful to create a sense of urgency with your call-to-action. What problem are you solving for the audience? In our scenario, we are providing a service by making it known to new homeowners that they have a way to get a free roof when getting solar panels installed. So what problem are you solving with your clients? Let that be the motivator for creating a great call-to-action.

Great! We hope that these Facebook best practices will help create the links in the chain creating greater conversion rates for your Facebook ads! These are great best practices to help take your Facebook ad strategy to the next level. Looking to take your brand to the next level? We at The AD Leaf would love to work with you by creating cutting edge, smart marketing campaigns to help you and your business prosper. Call us today to begin.

Craft an Instagram Bio Like a Boss

Ah, the wonderful world of Instagram. Did you know that June of 2018, Instagram had one billion users scrolling and double-tapping photos for that month alone?

One. Billion. Users.

That is a significant amount of people utilizing the platform. Instagram is different from other platforms such as Facebook in various ways. For example, Instagram is a heavily image-based platform where people and communities gather around images specifically, where other platforms such as Twitter or Facebook are more copy based with many more options to build out a profile. This is one of the more unique things about Instagram versus other accounts is its simplicity. Being largely a photo-based platform connected now with Facebook, along with the rise of 3+ smartphone cameras, we’d say that Instagram isn’t going anywhere soon.

 

An Instagram bio is something that many users don’t think much about. You have 150 characters and a link to communicate your brand. If you think about it, the bio is the “greeting” of your account. Social media accounts can be and often are extensions to your brand, so how you craft your bio is a reflection of the brand you are wanting to communicate with the one billion users who are scrolling. An Instagram bio is not a separate part of your profile: it is apart of your profile. Your Instagram feed and your Instagram bio are one message; and that message matters. So what are some tips on crafting an Instagram bio like a boss?

  • The first rule is that there are no rules when it comes to creating a bio. There are best practices, but as is relevant for all social media, there isn’t one set, hard drawn line in the sand saying that this is the only right way to do something. So we encourage experimentation! Think about your brand. What do you want to communicate? Do you want a lot of information? Remember: you have 150 characters to work with. 
  • Let your bio be a call to action. This means using verbs, for example, is a good idea. Think about what the “one thing” you want your brand to communicate, and then craft that for your bio. Then add a call-to-action directing your audience to the link you have there.
  • This brings us to the next principle: Make your bio link count. This is important. Let this be an extension of the one message you want to communicate. If you have any links you’d like to direct people to try signing up for a free multi-link account such as Linktree to house the various places you’d like to direct people to.
  • Another tip would be to be creative with the layout of your bio. It can be tricky, but adding things like line breaks within your bio can help take it to the next level by creating a list format that is quite popular. But if you’re like us, you’ve bumped into the frustration knowing exactly how to create a different bio layout within the app. To get around this, try logging into your Instagram account through a desktop browser. There, you will be able to add all the line breaks your heart could desire.
  • Next, try adding an emoji to your bio to really catch people’s attention! Sometimes this can feel inappropriate, but understanding that the goal of social media and the context of these emoji can be different than traditional business formatting will help you make the jump. Just make sure that if you do use emojis that they are on-brand with your profile and/or business. Some great ways to use emojis for the more professional profiles can be the telephone emoji to add a business number, a laptop emoji to link a website, or a world emoji to indicate that your business is worldwide. 
  • Our last tip would be to utilize hashtags if you see fit. This can be a great way to create greater discoverability of your page, brand, ideas, or products. Hashtags can also be a great marketing tool if you have a business or idea you are promoting. Don’t forget to change your bio regularly, especially if you have a promotion going on. Remembering that your bio is a part of your profile, not a separate entity, will help you grow in valuing the importance of the bio. So use those hashtags to help your profile become more discoverable!

There is no one way to craft the perfect Instagram. The choice is completely up to you and the message you want to communicate.

Remember that you only have 150 characters and a link to use – so make your bio count.  Craft it around the “one thing” you want to communicate. Don’t forget to make it a call to action by potentially using verbs that direct your audience to specific links. Log into Instagram on your desktop to be able to get creative with your bio’s layout that you aren’t able to perform in-app. Sprinkle in some emojis that are on-brand that will catch people’s eye, along with creating greater discoverability by utilizing hashtags. As you implement some of these best practices, you will be crafting a bio like a boss quicker than someone can create a new boomerang. 

Let us help you not only craft that incredible Instagram bio, but also take your company to the next level. Give us a call to discuss all the ways we at The AD Leaf can help you not only create compelling bios, but also capture a greater audience through engaging, creative, and unique content tailored just for you. Call us today at 321-255-0900.

Social Media Marketing

Three Tips to Help Your Writing Not Suck

So you are about to publish your client’s next post on their social media platforms. You skim it one last time, slide the mouse over the longed-for “publish” button, and…click.

It’s away.

Transmitted.

Flying through the internet.

Public. Seen. Exposed.

 

But what happens if you don’t have a basic understanding of composing well written and compelling copy? Failing to proofread your own work can be detrimental to the success of the client you are representing, and the firm you work with. We are professionals here, so the way in which we conduct our work, including our written conduct, should reflect this! But if you do not have a frame of reference and some basic best practices under your belt, and you publish your work…who knows what could happen.

See, if you are in Social Media Marketing, you most likely have to face this obviously large giant, glaring down at you. It’s up to you and up to me to develop our skill set so we can slay that giant, and prosper everyone around us. While it’s true that people make mistakes, as professionals, it is our goal to prosper others, we need to do everything we can to ensure that our work is the best it can be, and there are plenty of smiles not fading under a metaphorical sun.

So how can we better engage with our audience, produce eye-catching content, and keep the smile alive? Below are 3 tips for writing better, stronger content.

  1. Grammarly – This one is basic but absolutely essential. Grammarly is a free extension that you can download (they also have a Pro version that you can pay for) that is essentially spell-checker. As you are creating copy for your clients and you are typing furiously across the keyboard, it will gently point out when you misspell a word. There is nothing worse than composing an email, an important response, or even worse…a social media post, and finding a glaring typo. The dread! Typos create an unprofessional view of not only yourself but also the clients you are representing. This is one problem that can be easily resolved by downloading the Grammarly extension. It’s free and keeps your content looking that much more professional for your client base.
  2. Open Loops – I remember watching The Office a couple of years back. There was an episode where Jim and Pam finally (and quite scandalously if I might add) kiss. It was the long anticipated moment that we all deep down hoped for because they were so obviously into each other, and well…Roy was not the nicest guy. But then the episode cut and  at that point, I thought to myself, “Wait, what? Do they get together? Will they date? Will Roy punch Jim in his face?” So naturally, I binge-watched the next 10 episodes. Why did I do this? This was not an accident. The producers created a psychological effect called an Open Loop which “pulled” me to want to watch the next episode (or 10). The lack of resolution made me continue. Resolution is something we all crave. We can implement this same psychological principle to generate more leads. We need to create Open Loops within our copy that was to pull the audience to “watch 10 more episodes” of whatever “show” you are playing. Create a question or something that draws the reader in to continue reading by dangling something in front of them without giving everything upfront. This is an Open Loop.
  3. Star, Chain, Hook – The Star is you/your business/what you offer. The Chain is the surrounding, supporting evidence that validates the Star. Lastly, the Hook is the call to action. The key ingredient in this writing formula is the chain. The chain is the supporting facts/statistics/analytics/evidence that validates you and what you are offering (the Star). This is the factual and emotional argument that you are right, and your audience needs to join you. These facts form a chain that envelopes you to your future clients. This is where the call to action comes in. So you’ve presented the Star (you as a company or your services) and you have also laid out the Chain (the facts as to why going with you is more advantageous) and now it’s time for the Call to Action. At this point, you want to gently put pressure to encourage your readers to make a decision. Like Voldemort from Harry Potter. Just kidding. But you get the idea. Present who you are. Lay out the chain links of why you are the winner to go with, and then ask them to join your dark army.

Let’s say you are representing a coffee company’s social media campaign. What does this company’s definition of success look like? This is the motivation behind the star you are presenting to the public. This is the question that you are answering for others. Why should they buy their coffee? Figure this out, and present the star proudly and confidently to the general public. After this shiny beautiful star is presented, it’s time to reinforce why it’s the best coffee. It’s time to describe, link by link, evidence by evidence, why their coffee is the best. You could describe the low carbon footprint the company makes, the exquisite attention to detail they pour over every cup of coffee they make, and the social impact they strive to achieve. Lastly, the hook. A hook grabs people. Now we lay before our audience not only the reasons why this coffee is better than all others, but the reason they need it. This coffee is ethically sourced. This coffee supports these farmers. This coffee is the way coffee is supposed to be made. These hooks are nudging people to make a choice. This choice can be blatant: “Come on by today” or it can be not as obvious “We are open all day Saturday”. The choice is yours as you factor in other elements from your campaign.

With these 3 principals, your copywriting skills will hit the stratosphere! There are an endless plethora of social media marketing resources out there that are available. A lot of this content was inspired from content on Buffer’s website which is another great resource for those wanting to learn.

The marketing game is entirely other-centric. Our job is to help you and your job do well. To win. And because when you win, we win. By being proactive, we close the gap in preventing mistakes, creating better content, crushing the competitors, and making the world a better place. Let’s get writing!