When I first started learning copywriting, I remember some experts would say that the way advertisements are done by large companies is wrong for reasons like no description of what the product does or no call to action.
And being the naive student that I was back then, I accepted it as truth and didn’t question it once.
Now?
I believe the people who say advertisements are done wrong are the ones who are wrong.
Let me explain why.
For the past six months, there are certain brands that have been stuck in my head.
For example:
Oatly, an oat milk brand
Keeps, a men’s hair loss treatment company
Titan, an investment management company
I remember these brands because I’ve seen advertisements of these companies in public transportation multiple times and/or their ads are super unique.
(If there was an award for the most unique ad, I’d definitely nominate Oatly. Plus, I’m still hoping I get to meet the copywriter behind Oatly’s ads one day)
And this is where I think these marketing experts I mentioned earlier misunderstand.
You see, the purpose of these advertisements is not to get the viewers to purchase something as soon as they see the ad, but more so to introduce the brand to them.
The goal is to get them so familiar with the brand that when the viewer is dealing with a certain problem, he or she will immediately think of that particular brand.
i.e. The brand is playing an extreme long-term game.
Email marketing is too a long-term game, and I’ll give a timely example.
Not too long ago, I joined Daniel Throssell’s email list (Another email copywriter who writes very unique emails. Highly suggest you check him out) and he shared how many emails his average buyer reads before buying a product of his.
The answer: 103
Which is why you shouldn’t get discouraged when you don’t see any sales come in after emailing a few times here and there (I was one of those people once upon a time).
And the only thing you should focus on is to just continuously write.
If you want to learn more about email copywriting, go to the link below: