What makes content readable?
Wylie says one of the most important part about assessing the readability of an article is the inclusion of thoughtful transitions between ideas.
Daniel Kies, an English professor, says there are nine techniques you can use as a content strategist to make your transitions more cohesive and clear. They are:
Repetition – Repeat words from one sentence to another.
Synonymy – Instead using the same word twice, use a synonym to your anchor word in the transition sentence.
Antonymy – Transition using a word that means the opposite of your anchor word.
Pro-forms – Use a pronoun or other pro-form to reference your anchoring word.
Collocation – Utilize a word that is commonly paired with your anchor word in your transition sentence.
Enumeration – Use markers (such as numbers) to transition between ideas.
Parallelism – Repeat a sentence structure.
Transitions – Use a conjunctions (because, and, but, so, or) to connect sentences or ideas.
As you can see, there are many opinions on what makes content readable.
Ad copy is a term that refers to a clickable advertisement or a pay per click ad. Branded content or highly persuadable content that directs you to a call-to-action that makes you buy a product or service is considered ad copy.
Moz argues that the art of writing content that converts are mastering the following three pillars:
- Chunking (readability)
- Word recognition (comprehension)
- Universal design (legibility)
However, Columnist Allen Finn says the best ad copy applies the same tactics of young adult novels.
This article teaches you how to write ad copy thats targeted for potential consumers.
According to Finn, young adult novels have a sharp understanding of their audience. And because of that knowledge, YA novelists know how to get their readers to buy-in.
The targeted demographic of a young adult are angsty teenagers. When it comes to readability, the top-performing text ads tend to be written as though they were meant for a classroom full of teenagers. Thus, your ad copy should be easily digestible for a teenager.
There are three tactics used by young adult novelists that you can use too to help you write winning ad copy:
- Optimizing for readability
- Leveraging emotional appeals
- Pandering to your audience’s sense of entitlement
Earlier this summer, the marketing team at WordStream analyzed more than 600 top-performing AdWords ads to understand the methodology behind them.
Is Your Ad Copy Easy To Read?
The findings showed that the best text ads are written at a level of complexity that falls between colloquial speech and the novel, “Catcher in the Rye.”
When it came to click-through rate, ads with middle and high school readability outperformed their elementary and college-level counterparts.
If your copy’s too simplistic, people are less likely to click.
When it comes to conversion rates, a slightly higher level of readability correlated with better overall conversion rates.
Sticking to short, punchy phrases — particularly in your headlines — makes a potential consumer understand how your product aligns with her needs.
Does Your Ad Copy Incite Emotion?
When it comes to testing positive and negative ad copy, negative ad variants performed better than positives. The negative ad copy click-through rate was 67.29 percent higher, and it converted 18.8 percent better.
Finn attributes this to the visceral, emotional response negative ad copies create in viewers.
If you can use an emotional trigger (like anger or fear) to i get a click, write quality content in a landing page so you can sell your product or service.
Is Your Ad Copy Relatable?
Use second-person pronouns in your ad copy to make it relatable.
The word “your” creates buy-in. It turns the audience into one, causing you to personalize it.
“Your” is a heck of a word. It allows us to contextualize ad copy for an audience of one.
“Your” suggests relatability. As a content strategist, the word “your” is our best friend. In fact, when it comes to AdWords copy, “your” is even more powerful than “free.”
An analysis of 355 non-branded text ads with excellent CTR revealed that the top 10 most popular terms include:
Using “you” or “your” in your headlines, makes a potential customer the most important character in your copy instead of your business, product, or service.