Attract the Right Customers
So let's talk about how to attract the right customer to that ad. To that ad, not to your business, because we've already talked about that. That's everything we've covered so far, but now we're talking about how to use every word of that paid ad to attract just the right customers, to stretch your advertising dollar as far as you can make it go. So for cost per click advertising, such as sidebar ads or even promote a pins, you don't pay unless the customer clicks. So you want the right people to click, and you want the people that aren't gonna be interested to stay away from the ad altogether. So where you can, you're gonna, again, showcase your brand, while filtering the clicks. My best example of this is, at the Energy Shop, it's Energy Shop Jewelry, but really I like to make bracelets, and I like to wear bracelets, so my focus has always been on bracelets. Sometimes I get sidetracked with that and sometimes customers come in and specifically ask me to make other things, but really ...
I don't like it and I don't stock for it. So I make bracelets because that's my thing. So at the Energy Shop, I wanna make sure I'm not saying Energy Shop Jewelry, because I don't want people coming in who don't like bracelets. And some people don't wear them at all. Some people are more shopping for necklaces and things like that. I made sure my advertisements always said Energy Shop Bracelets. And I always was a bracelet in the picture, why? Because I don't want anybody else, and I definitely don't want you if you're not interested in bracelets. So you're finding those ways to specifically say, what do I want that customer to come shop for? And then using the language so that it does exclude. It's so interesting to me, now that we're walking through this part of the class because it's so, it's the opposite of everything we said in build an Etsy storefront that sells, which is to attract and include everybody, and how to market your shop to a sold out success, which is to expand yourself and push your boundaries all the time. Now in advertising we're saying limit ourselves, stay safe. It's a gamble, so be comfortable making that gamble, and exclude people that you don't want because this is your dollar now, going out to find new customers, so it's a different set of rules. And it's set up in a way that will help you play and learn with your business, as you go out to attract new customers. You use the headline to save clicks wherever possible. You put very specific language there, and then where you're given one to two sentences of text underneath the picture, you can promote the current sale or offer. You can tell them specifically. You can talk about occasions. It can be a more friendly greeting, but again, the space is limited, it's not a sales page by any means. It's not even a product listing kind of page. So you want to make sure it's directly tied to your marketing campaign. And you want that text to say something like, the semi-annual sale, 40% off, or whatever it is that you're running, you want it to be clear and specific there. You don't need to worry about all the other things we worry about, like approaching them gradually, or introducing yourself, or saying hi, I'm, you know, warming them up. That's not the place for it. Everybody knows it's a paid advertisement and it's okay to make it a direct ask in that light. It's perfect. And of course, you're using any language you can, even in that text below, to filter clicks. As much as possible, filter clicks and make sure you're only attracting the right customer, the one that you want to come to your storefront and actually buy from you. But my best advice is to not overthink it. I'm telling you a lot, just make it specific, make it direct, make it very relevant to the person you want to buy from you. But don't overthink it. It doesn't need a big copywriting session or anything else like that. It just needs to match the marketing campaign you're on and it needs to contribute to the marketing goal that you have set up. Again, work your brand into the headline as much as possible. And you can A/B test the different wording for your offers as you go. Once you start setting up ads, you'll do it regularly. You'll create new ones all the time based on what's working. And so it's a good time to see which ones convert and watch which ones are converting and which ones are clicking with your customers.