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How to find concise phrases and triggers that can be used in advertising, on websites, and in scripts? Good, effective advertising creatives are not a matter of chance, but rather systematic and painstaking work that only turns into a real messaging framework after thorough testing.
Promotional ideas, marketing strategies, and other high-profile definitions are often mistakenly perceived as part of something expensive and corporate. But this is not the case. Websites, creatives, scripts, and emails may look different, but they are only effective if they work together in a unified paradigm. The experts at Stelvel Ltd say that it doesn’t matter whether you’re doing dropshipping on your own or running a big online store.
How do you ‘speak’ the buyer’s language? How do you build a messaging system and find short phrases that ‘grab’ attention? The right wording filters out the non-target audience and attracts those who are interested.
Customer language
When describing their needs and concerns, customers often speak simply, emotionally, and sometimes confusingly. Businesses, in turn, often focus on what is important to them: product advantages, values, and functionality. Both the seller and the buyer sometimes speak different languages – and this gap often results in lost sales.
STELVEL reminds you that comments under ads, customer reviews, questions in support chats, and dialogues in transactions are all part of your buyer’s vocabulary. These phrases often hide real motives: fears, desires, expectations, and doubts.
It is best to create advertising creatives by following these rules:
- Be brief – one sentence
- Be clear – no twists and turns or complications
- Be beneficial – what the buyer gets right now
- Be emotional – why is this important to a specific buyer?
Replace generic phrases
Conversion increased by +21% when the company replaced the usual phrase ‘fast delivery’ with ‘Delivered today if you order before 6 p.m.’ on the first screen of the website.
‘Fast,’ ‘high quality,’ ‘reliable.’ No one responds to these clichés anymore. Finding the right wording is not ‘copywriting,’ but rather careful research into customer behaviour, observing how they make decisions, what words they repeat, what they fear, and what is important to them.
Creative hook, numbers and tests
‘5 products that are most often returned. We don’t sell them.’ The CTR of this ad on TikTok Ads increased by 32%, while the CPL decreased by 34%.
Every wording must be tested. This can be easily seen by monitoring the metrics. Successful creative either raises the CTR or goes unnoticed. On the landing page, it keeps the visitor on the first screen. In an email, a successful phrase ‘opens’ the letter, and in sales, it facilitates dialogue. As statistics accumulate, the company builds up a library of phrases, and their effectiveness is confirmed by the numbers.
Messaging framework
A messaging framework is not text, but a system of solutions that transforms the customer’s language into a manageable funnel: from click to retention to purchase.
The structure of advertising creative is always built the same way: the customer’s pain is linked to the context, the context is linked to a direct quote, the quote is linked to a short phrase, and the phrase is tailored to the advertising channel where it will work best. It is this structure that makes messaging controllable rather than intuitive. In essence, it is an instruction that turns the customer’s language into a system: one main value proposition, several key ideas, and dozens of short triggers.
Main sources:
- Comments and reactions to advertising, barrier markers: price, terms, warranty, trust.
- Dialogues with managers: words that the customer says before buying
- Reasons for refusals: objections are turned into messages.
- Reviews and complaints in the niche become an advantage.
Guide: why you should help customers formulate their reviews
Meaningful reviews contain facts and details that can be used to create advertising creatives. Guiding questions from the seller help the customer focus on a specific situation in which the product or service was used, rather than on general emotions.
It is best to ask questions about personal preferences, helping the user find the answer and topic they need more quickly:
- Season: winter. At temperatures between -1°C and 4°C. How comfortable and warm were you?
- Size L-XL. Does the size of the product correspond to the size chart on the website?
- Comfortable temperature. People feel heat and cold differently. When did you use the purchased product most often? At what temperature were you most comfortable?
You can guide them, give them hints. Ask questions that the customer is unlikely to have written in their review:
- Did the actual quality match their expectations?
- Were there any features that other buyers should know about in advance?
- How necessary were the instructions?
- What seemed convenient/inconvenient in everyday use?
Ask about specific product features or suggest comparing it with similar offers from competitors:
- In what situation was the product particularly useful?
- Was there a moment when the purchase really came in handy?
- Is there a detail that you didn’t think about before buying, but turned out to be important?
- Compared to similar products, what did you find to be its strengths?
Stelvel Ltd: summary
Good advertising creatives are the result of systematic work: observing the customer, collecting ‘live’ phrases, tests, figures and conclusions. Only then can a company create a working messaging framework – a manageable system of ideas, a basis for advertising, website content, scripts and email marketing.