Copywriting | 3 minutes
How do you make B2B ads more engaging? You make it interesting.
Copywriting | 3 minutes
How do you make B2B ads more engaging? You make it interesting.
How do you make B2B ads more engaging? You make it interesting.
How do you make B2B ads more engaging? You make it interesting.
As part of my initial copywriting process for writing a B2B healthcare ad, I went about finding keywords and images. I found this image below on Unsplash by looking for keyword associations between Zocdoc and patient care.
These were my keywords.
I kept looking around for images until I found this clock with a lovely yellow background. It also matched Zocdoc’s brand color (yellow).
And I like that I could work with time and care.
The next step was workshopping the image in Adobe. So, I typed in Generative AI next to the clock hands.
This is what it offered me. I liked the visual of a heart and a bandage because it emphasized time and patient care.
Finding the right message is always a challenge. You want to emphasize the value of Zocdoc – patient convenience and care. And I didn’t want it to sound cliche and boring.
Prior Zocdoc ads looked like this. It didn’t stand out. It didn’t hook my attention.
My focus was first recognizing the value proposition, which I found on Zocdoc’s About Page.
We help millions of people find and book healthcare providers who are right for them. With Zocdoc, they can choose in-network providers, highly rated ones, highly specialized ones, ones nearby, ones who can see them soon, ones who can see them virtually, or all of the above.
That’s the zinger that I needed on this social ad.
But I also needed a captivating and fun headline that would stand out. I needed something perfect for Zocdoc.
The next step was brainstorming phrases, rhymes, and anything related to what Zocdoc offered patients.
I really liked Apple a Day Keeps the Doctor Away. But couldn’t think of a natural way to workshop it as a headline. Here’s what I came up with:
It always felt forced. Until I had a zing of inspiration for the phrase: “Patience Is a Virtue.” Instead, it could be “Patient Is a Virtue.”
It meant treating patients well is a key virtue for healthcare providers. So, it worked perfectly.
Then I took this section from the About Page and workshopped it:
We help millions of people find and book healthcare providers who are right for them
I workshopped it to be shorter.
Helping patients find and book appointments in minutes.
Creating captions is about finding the value in Zocdoc. It was about having social proof. This is what I found in my research when I was looking at Zocdoc’s website:
I put it all together, and bam! That was my entire process for creating this social ad for Zocdoc.
“A better way” is vague (and always used). The second example focuses on legitimacy, something that is trusted. It’s precise.
Get more specific. Call out the exact solution.
The CTA is also more value-driven. Learn more doesn’t tell the reader what they are learning about.
“You” or “Your” words make it about the reader.
On top of that, your bullets should tease a specific benefit to readers. The second example unravels the benefits more.
If your audience doesn’t know you’re talking to them, then they won’t take action.
Know the audience’s stage of awareness. Are they brand-aware? Do they know what problem you solve?
Strive Health’s landing page makes it simple by calling out people with kidney conditions.
This landing page headline lacked value.
But their Google ad led with value. So, I took a value prop from their Google ad and reworked it on their demo page.
Remind people why they clicked the Google ad. Reinforce that value.
Alma’s homepage ( a lead generation landing page) is unique because it’s focused on the solution, gives people options, and validates what it offers with stats.
It’s a good example of knowing the audience.
Sell the outcome on your landing page.
Don’t tell employers that you are covering employee health. Tell them that you are covering their greatest asset.
Reframe it. Make it sound like you understand.
Don’t focus on a product or a partnership. You’re not helping people become partners. You’re helping them focus on what matters.
Emotional outcomes are the heart of copywriting.
