More and more businesses are under the impression that images are more effective than longer written content. If there is going to be copy, then it should be short and easy to read. This is the message we keep on hearing. And that’s bad news for APT content, right?
Wrong. This is great news for APT Content.
These beliefs are not only misguided but they have been proven to increase an ad’s CPA - that’s its “Cost Per Action”. When you advertise on Facebook, you want your audience to respond by visiting your website, booking an appointment or even just giving your page a like. It’s a no-brainer that the lower the CPA, the more effective the ad. So how do you get the CPA down while increasing your number of leads?
You share longer content.
When you think about it, this makes sense. One sentence of copy doesn’t give your audience much to interact with but two paragraphs of copy? That gives them plenty to think about, comment on and follow-up.
Longer content doesn’t have to contain just one message. Being specific is an important part of effective copy but that does not mean you have to limit the content of what you are saying. If your copy explores multiple perspectives, you give more people the incentive to interact. After all, the best way to spark a discussion is to bring people with different views to the same place.
“Won’t people get turned off reading text if it’s long?” I hear you ask. The short answer is yes, some people will. But do you really want your target audience to be people who will react to your photo then continue scrolling? Of course not. The aim of an ad is action.
People who take the time to read your content are much stronger leads. They are interested in the topic you are writing about and have decided to read the message you are bending over backward trying to deliver. These people are far more likely to take action and engage with your brand.
Do not disappoint these readers. Impress them enough and they will keep coming back for more.
By delivering your clients or consumers content they care about, you show that you care about them and the things they care about too. They will see that you are willing to put the time and effort into creating decent content that is more interesting to read than a snappy sentence.
After all, you put time and effort creating your business, so why cut corners with the content?
The takeaway: Stop making content for people who don’t read content online and start making quality content for the people that do.
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