How to write text message advertising content that touches the heart and the heart? 4 copywriting skills you must master

If you want to achieve unexpected results with SMS mass advertising , you need to work hard on the content of the copy. Due to the limited space for creativity, the length of content is restricted, it is easy to be blocked, and the relatively simple way of expression of text messages, if you want to write an advertisement with a high conversion rate in just 70 words, you must master certain skills.

But before we talk about the techniques, let’s first analyze the expression and communication characteristics of text messages.

1. Content length limit

The 70-character limit, where even letters/numbers count as one word, means marketers have to make one thing clear in one sentence, and every word counts.

Therefore, people who often write text messages also have a problem. If there are too many words, they will think about how to delete modifiers to make the content dry; if there are too few words, they will think about how to add some modifiers to make the content look more vivid. In short, using up the 70 words exactly is what the copywriter strives for, which is why SMS marketing is suitable for Virgos.

2. Easy to be blocked

It is undeniable that text message ads are easily sent to the spam folder, right? Let’s take a look at what the text messages in the intercepted mailbox look like.

① The number usually starts with 1069. If there is no special number, such as "10690888***", these numbers are generally not recognizable at all, so the identity can only be identified by SMS signature.

② Only the first half of the text message can be seen. That is to say, if the first half of the text message is not attractive at all and does not lead users to click on the rest of the message and then click on the link to jump, the text message is basically useless.

3. Simple expression

Text messages do not have the richness of public account text and picture messages, nor the real-time interaction of personal account customer service, nor do they have music and videos. Text messages are just dry text left after all the dross is removed. Therefore, the biggest gimmick, the most intimate name, and especially the most interesting content should be presented in the first half. (MMS/video messages are not discussed here)

Combining the characteristics of SMS expression and dissemination, we can summarize the structural characteristics of SMS copywriting that at least does not make mistakes:

1. You must not lose your SMS signature, and the signature must be related to the brand word.

2. 1~2 benefit points are enough. It is best to make the biggest benefit point clearest and most attractive.

3. Put the most attractive part at the beginning of the text message to avoid customers not even reading it.

4. When writing a text message, just express the four elements clearly in one sentence: person, time, event, and place.

Recently, topics related to the epidemic have become everyone’s life. If we resume work at this time and promote our products and services to users through SMS advertising, how can we write recognizable copy?

[xx Auto Repair] Dear Mr. Li, xx Auto Repair Zhoukou store has resumed business. During the epidemic, if you have any problems with your car, please call 0371-66xxx and we will solve it for you as soon as possible! Reply T to unsubscribe.

[xx International Trade] During the epidemic, xx International Trade provides everyone with an online shopping channel, allowing you to shop in the mall without leaving home and easily buy what you like at home. Hurry up and click xxxx to join! Reply T to unsubscribe

These are case templates of two clients. I hope everyone can summarize and write better SMS ads based on them.

Author: Xiaoka

Source: Carlos Technology