Advertising Copywriting: Go Beyond Busy Episode 10

Introduction
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Hi, I’m Christine Abela from Oxygen8 Consulting. I’m a business consultant with a strong tech background helping small business owners move from chaos to calm and take their business to the next level. In this podcast, I share practical ideas and simple systems to make your business easier to run, more profitable and more enjoyable to own.

Some of the content is created with the help of AI tools, but the voice you are hearing right now is mine and everything is grounded in real world experience. If you’d like to learn more, get in touch or download free notes and resources, head over to GoBeyondBusy.com.

Running a business doing, uh, between one in 10 million in turnover, it can feel like you’re constantly putting out fires while trying to build something sustainable.

Right. Absolutely. That pressure to grow, it’s always there.

But you need strategies that actually drive efficient progress, not just more frantic activity.

That feeling of constant pressure without a clear path forward is, well, it’s really common. It’s about making your efforts count, especially when you look at advertising spend.

Exactly. And that’s what we’re diving deep into today.

Sharpen Your Advertising
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We’ve curated a set of resources from Go Beyond Busy, aiming to pull out the crucial insights that will help you sharpen your advertising and fuel genuine business growth.

Think of it as a shortcut maybe. Getting straight to the strategies that work.

Yeah. A shortcut to understanding key principles.

And we’ve looked at some really hands-on materials here. There are guides on mastering AB testing, writing, like really compelling ad copy.

Irrestible writing. Yeah.

Uhhuh.

And understanding what truly makes your offering valuable and even a toolstack of helpful resources.

Plus we’ve got a book focused on creating click-worthy content, effective prompts for writing high performing ads, and um, a framework for constructing powerful headlines.

So, quite a bit of practical stuff.

Definitely.

Boost Your Advertising Effectiveness
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Our goal is straightforward, equip you with actionable knowledge from these resources so you can boost your advertising effectiveness and, you know, achieve meaningful growth.

Go. Okay. Let’s get into it. Sounds good. One of the fundamental principles that really comes through across these materials is the absolute necessity of a. Well, a well thought out strategy for your advertising.

Precisely. The advertising AB testing guide from Go Beyond Busy really underscores that successful advertising isn’t about just random experiments.

It’s about implementing a systematic approach.

Systematic, okay.

Yeah.

AB Testing
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The evidence shows that businesses that adopt structured AB testing see, well, significantly better results, better conversion rates, compared to those who are just sort of ad hoc about it.

So stop guessing, start testing. That’s the idea.

Pretty much. AB testing isn’t just good practice, it’s the data driven backbone of effective advertising.

It’s like having a blueprint instead of just building on a whim.

Exactly. And the guide emphasizes moving beyond just casual testing to, uh, systematic optimization to get those tangible improvements we’re all looking for.

Testing Dashboard Template
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And here’s where it gets really practical. They even recommend developing a testing dashboard template.

Right. What’s valuable about this is the clarity it brings. This kind of template helps you monitor your KPIs, your key performance indicators.

See the trends.

See the trends over time.

Yeah. And even benchmark your results against industry standards. It gives you a clear data informed view of where you are and where you wanna go.

It sounds like a really practical step for any business looking to refine its advertising.

Definitely. It’s something you could probably start putting together pretty quickly.

Absolutely.

Testing Calendar
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And building on that structured approach, they also talk about the importance of a testing calendar. Now this is more than just scheduling tests, isn’t it?

Yeah. It’s about aligning your testing with the, um, the broader rhythms of your business.

Okay. Like what?

Well consider your traffic patterns.

When are your peak engagement times? What about your natural business cycles? Are there periods of high and low activity?

Seasonal factors too, I imagine?

Oh, critical for many businesses. And you know, big events in your industry or the wider market that could influence how your audience behaves. Even just your team’s capacity, that can impact how often and how thoroughly you can actually run tests.

Right. Right. So it’s about being strategic, not just in what you test, but also when you test it to get the most meaningful insights. Makes sense.

Exactly.

Deep Understanding of Your Audience
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Now, another vital element, and this is a major theme in the book on Clickworthy Copywriting and those ad copy prompts is gaining a truly deep understanding of your audience.

Yeah. This raises a really fundamental question. How well do you truly know the individuals you’re trying to reach?

Because it’s easy to think you know them, but.

But maybe you only know the surface stuff. The resources from Go Beyond Busy highlight that effective advertising starts with an, um, an unparalleled understanding of your audience.

It goes way beyond basic demographics to their core motivations.

And understanding those core human desires. It’s not just academic, is it? It’s key to crafting messages that actually resonate.

Right. Messages that bypass all the surface level noise.

And the book dives into the psychology behind why people make purchasing decisions. Which honestly offers some really powerful insights.

It does. It explains that while we might think our choices are driven by logic and features, the emotional component is huge. Often it’s leading the way.

So what are those emotional drivers?

Well, the book breaks ’em down into four key areas. First, there’s fear and loss aversion; that really powerful instinct to avoid negative outcomes.

Like missing out or losing money.

Exactly. Then there’s achievement and growth; the aspiration to improve, to progress. Third is identity and belonging; how we see ourselves and our desire for connection.

And the last one.

Security and control; that basic need for stability and agency in our lives.

Right. And it gives some really tangible examples.

Yeah. Like, um, if you’re marketing data backup to small businesses, you could tap into that fear and loss aversion.

Yeah. By emphasizing the potential devastation of losing critical data. Or say you offer a time saving productivity tool.

You’d appeal to achievement and growth. Help them get more done.

Buyer Personas
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Exactly. And the resources stress going beyond these general categories to develop detailed buyer personas.

Ah, personas, we hear about these a lot.

We do, but these should be rich, like, semi-fictional representations of your ideal customers. Not just demographics, but those crucial psychographics: their values, lifestyle, aspirations.

Their goals, their challenges.

Uhhuh, their behavioral patterns, objectives, challenges, even how they typically make decisions.

Yeah.

It’s definitely worth, you know, revisiting and refining your current personas with this level of detail in mind.

Leveraging Customer Reviews and feedback
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Absolutely. And, and to really get inside your audience’s head. The ad copy prompts suggest leveraging customer reviews and feedback.

Oh, this is invaluable. Your existing customers are essentially telling you in their own words what their emotional triggers and pain points are.

So you just need to listen carefully.

Listen carefully, analyze their feedback, and you can pull out incredibly insightful information to bake right into your ad copy.

Okay, so we’ve got the strategic framework. We understand the audience deeply. Now how do we actually write ad copy that grabs their attention and makes them act.

Right. This is where the art and the science of persuasive writing really meet.

Headlines
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And the book on Clickworthy Copywriting immediately highlights a critical point.

Headlines are paramount.

Yeah. It states that four times as many people will read your headline as will read the rest of your ad copy.

Wow. Four times.

So if your headline doesn’t hook them well, nothing else really matters.

That’s a striking statistic. And one of the really fascinating techniques they discuss is the Zeigarnik effect.

For those who aren’t familiar, can you, uh, explain that?

Sure. It’s an interesting aspect of how our memory works. The Zeigarnik effect basically describes our tendency to remember incomplete or interrupted tasks better than completed ones.

Okay. So how does that apply to headlines?

Well, in headline writing it means creating a sense of intrigue by like, hinting at valuable information without fully revealing it. It creates this mental itch, this curiosity, that the reader feels compelled to scratch by clicking.

That makes perfect sense. Can you give us a quick example? Maybe contrast a standard one with a Zeigarnik one.

Okay, sure. Imagine a standard headline like “Learn three ways to improve your social media engagement”.

It’s okay, but a bit dry. Right. Now compare that to something like “The social media engagement trick we use to game 500 followers in a week. You won’t believe #2”.

Ah, okay. The second one immediately makes me wanna know the trick, especially number two.

Exactly. It creates curiosity about the unexpected trick, the specific number.

It’s much more likely to get clicked.

Definitely. And when we’re crafting these attention grabbing headlines, the headline construction framework guide gives some really practical guidance on, uh, optimizing the length for different platforms.

This is crucial. A headline that works for a short Google search ad probably won’t be as effective on, say, Instagram or in an email subject line.

Different contexts, different needs.

Right. The guide suggests aiming for around four to six words for search ads to get maximum impact. For social media like Facebook or LinkedIn, they recommend a slightly longer range, maybe five to nine words, for a bit more context.

And email subject lines, they’re so important.

Super important for those, six to eight words seems to be the sweet spot for maximizing open rates, according to the guide.

And it’s not just about how many words, is it? The guide also talks about the persuasive power of using numbers.

Absolutely. Numbers, especially odd numbers and specific percentages tend to grab attention and, um, feel more credible, somehow.

Interesting about odd numbers.

Yeah. And putting those numbers right at the beginning of your headline can also significantly boost engagement. That’s where the reader’s eye naturally goes first.

Okay. Good tip.

The Rest of the Ad Message
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And once you’ve captured their attention with that compelling headline, how do you structure the rest of the ad message?

Yeah. The resources mention a couple of frameworks for this, right?

Yes. A couple of really effective models, the AIDA framework: attention, interest, desire, action, is a classic for a reason.

AIDA. Yeah, I’ve heard of that.

It gives you a clear step-by-step structure. First, grab attention with the headline. Then build interest by highlighting relevant benefits.

Create desire by addressing their specific pain points. And finally, clearly state the action you want them to take; the call to action.

That’s a straightforward and logical flow. And what about the PASTE formula that was mentioned too.

Right. PASTE: Problem, Advantage Solution, Testimonial, Evidence. This one’s particularly useful for clearly articulating your value proposition within the ad copy itself.

How does that work?

You start by identifying the specific problem your audience faces. Then highlight the unique advantage of your solution. Clearly present your solution. Build trust with a testimonial from a happy customer. And finally, back up your claims with tangible evidence.

Problem, Advantage, Solution, Testimonial, Evidence.

Got it.

Focus on Tangible Benefits
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And the guide on creating value driven ad messages, the one about converting, it really stresses focusing on tangible benefits, right?

Yes, exactly. Tangible benefits: how you directly solve your customer’s problems, and what makes your offering distinctly different from the competition. So it’s all about clearly communicating why someone should choose you over others.

Yes, precisely. Quantify results whenever you can. Link customer pain points directly to your features and benefits. And really highlight those unique things that set you apart.

Testing
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Okay, so we’re crafting these compelling ads using these frameworks, but how do we actually know what’s working; what’s resonating and driving results?

This brings us to the critical science of testing.

Yeah. This is where the advertising AB testing guide really gives some valuable direction. The fundamental principle, like the name says, is comparing two different versions of an ad where only one specific element is changed.

Just one thing at a time.

Right. That controlled comparison lets you isolate the impact of that single variation.

And the guide outlines a clear, step-by-step process for doing these tests effectively.

It does. It starts with forming a precise hypothesis, being really clear about what you’re testing, what outcome you expect, which metrics you’ll use, and the “why” behind the test.

Okay. Hypothesis first.

Then comes the test setup. Creating your different ad variations, making sure tracking is implemented properly and documenting everything meticulously.

Documentation is key, I bet.

Oh yeah. And quality control is huge at this stage. Double checking everything works. That the data is being captured accurately.

And they really hammer home the importance of having a big enough sample size and letting the test run long enough.

You can’t just do this for a few hours, can you?

Absolutely not. That’s a common mistake. The guide gives a practical example. If your current conversion rate is around 2%, and you want to reliably detect, say, a 20% improvement with 95% confidence.

Which sounds reasonable.

Right. You typically need a sample size of about 25,000 impressions per variation, and a minimum test duration of around two weeks.

Two weeks, and 25,000 impressions per variation. Okay. That puts it in perspective.

It does. It underscores the need for patience and enough data to be statistically significant. It might seem like a lot, but it ensures your winner isn’t just a fluke, which saves you time and money down the line.

Good point.

Key Performance Indicators
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So what are some of the key performance indicators, the KPIs, that we should be watching closely during these tests?

The key metrics highlighted include click-through rate, or CTR: how often people who see your ad actually click it.

Okay. CTR.

Conversion Rate: the percentage of those clicks that result in the desired action.

Like a purchase or a signup.

The actual goal completion.

Exactly. Return on ad spend. ROAS, basically. How much revenue you’re generating for every dollar you spend on ads.

That’s the bottom line metric. Really.

It’s crucial for sustainable growth. Yeah. Think of it as your advertising profitability score. And lastly, quality score: that’s a metric some platforms use that affects your ads placement and cost.

Analysis
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Right. And once a test is done, it’s not just about picking the one that did slightly better on the surface, is it there’s more analysis needed.

Exactly right. The guide stresses analyzing both statistical significance. Is the difference likely real or just random chance? And practical significance.

Practical significance?

Yeah. Meaning is the improvement substantial enough to actually justify implementing the change? A statistically significant but tiny improvement might not be worth the effort if the impact on your bottom line is negligible.

Makes sense. You need both statistical proof and real world impact.

Precisely.

Leveraging Technology
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This is all incredibly valuable. Now, the Advertising Copywriting Made Easy toolstack mentions leveraging technology to help streamline these processes.

Yes. And there are some excellent categories of tools out there. For the testing and analytics side, platforms like VWO or Google Optimize are great options for running those AB tests or even more complex multivariate tests.

Okay. VWO, Google Optimize.

And for improving your writing and optimization efforts, tools like the Hemingway Editor can help make your ad copy clear and concise. SEMrush ad Builder can help generate and test multiple ad variations quickly.

And there was one about emotions.

Ah, yes. The Emotional Marketing value analyzer.

It’s a fascinating tool for assessing the, well, the emotional impact of your headlines and copy. Definitely worth exploring some of these to make your workflows more efficient.

Ongoing Process
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Good suggestions. And the overarching message it seems, tying all these resources together is that success with advertising isn’t a one-time fix. It’s an ongoing process.

Continuous improvement and refinement. Exactly.

Yeah. The book on Clickworthy Copywriting emphasizes that sustained success needs consistent measurement, ongoing learning, and constantly refining your strategies.

And the AB testing guide echoes that. Highlighting the importance of building a knowledge base of your test results and learnings, so you don’t repeat mistakes and you build on successes.

So you can apply those insights effectively to future campaigns.

Right.

Getting Help
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Now, all these incredibly practical resources we’ve been digging into today come from Go Beyond Busy, and for you, the small business owner listening, especially if your turnover is in that one to $10 million range, there’s even more direct hands-on advice available.

From Christine Abela, on the Go Beyond Busy podcast.

Right.

And with her strong business network, and importantly her non-technical style, she shares smart, really accessible ways to help your business grow and simplify its operations.

What’s particularly valuable about Christine, I think is her strong background in tech, combined with her ability to explain complex stuff in a really clear, straightforward way.

She gets the tech but doesn’t drown you in jargon.

Exactly. She has an impressive business network too, and shares genuinely insightful, practical strategies that businesses like yours can actually implement.

And it’s worth pointing out, isn’t it, that working with a business consultant who has that strong tech background, someone like Christine Abela, can provide invaluable guidance.

Oh, absolutely. As you navigate the complexities of digital advertising and just overall business expansion, having that kind of expertise is huge. They can help you not only understand these principles, but actually implement them effectively in your specific situation.

Absolutely. And if you feel like you need more personalized support in putting these strategies into action. Maybe taking your business to the next level. The team at Go Beyond Busy, including Christine, are there to help.

It’s about having an expert in your corner who really understands both the tech side and the real world challenges of running and growing a business today.

Summary
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So to quickly summarize some key takeaways from our deep dive.

Okay.

Effective advertising for growth needs that strategic foundation, we talked about.

A deep, nuanced understanding of your audience; can’t skip that.

Compelling ad copy that uses proven psychological principles.

And a serious commitment to systematic testing and data analysis.

Right. Plus that ongoing focus on continuous improvement and learning. It’s really about making informed data-driven decisions instead of relying on guesswork or just, you know, working harder and harder.

And remember, the key is to take action. Don’t just listen to this and move on.

First Step
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Good point. What’s one small step someone could take?

Maybe start by just revisiting your most recent ad campaign with these principles fresh in your mind, or brainstorm a few new headline variations using say the Zeigarnik effect or the power of numbers.

Or even just pick one or two key metrics like CTR or conversion rate that you’re gonna start tracking more diligently from now on.

Small steps build momentum. Definitely.

And to explore these topics in greater depth, be sure to visit GoBeyondBusy.com.

Yeah, lots of good stuff there.

You’ll find detailed show notes from this deep dive, info about the Go Beyond Busy podcast hosted by Christine Abela, and you can even access valuable free downloads.

They offer some excellent playbooks and checklists that build on what we’ve discussed.

Really practical resources. Plus, it’s the best place to connect with their team and see how experts like Christine could offer more personalized guidance for your business.

It’s just a fantastic resource overall for small business owners looking for that practical tech savvy advice to hit their growth goals.

Couldn’t agree more.

So here’s a final thought for you to consider as we wrap up. Now that you have these insights, what’s the one fundamental assumption you’ve been making about your advertising that you’re now ready to question?

Ooh, good question.

Keep experimenting, keep measuring, and keep refining your approach to unlock your business’s full potential.

Thanks for listening to Go Beyond Busy. If something in today’s episode struck a chord or you’d like support to get your business to the next level, head over to GoBeyondBusy.com. You’ll find more resources there and an easy way to get in touch. I’m your host, Christine Abela from Oxygen8 Consulting, helping you to fall in love with your business all over again.

Thanks for joining me.