20
My buddy at a conference told me to ditch the jargon in our cybersecurity ads
He said all the technical terms like 'zero trust' and 'AI-driven' were making our clicks drop fast. I ignored him for 3 months, then finally tested simpler language on just one campaign targeting SMBs in Chicago. The open rate jumped 22% - has anyone else seen big results from dumbing down your marketing copy?
3 comments
Log in to join the discussion
Log In3 Comments
nora_park29d ago
My uncle runs a small plumbing business and he tried running Facebook ads with all this technical stuff about "hydro-jetting technology" and "trenchless pipe repair." Finally just changed it to "we unclog your drains fast" and his phone wouldn't stop ringing for a week. Sometimes people just want to know what you do for them, not how fancy your tools are.
2
michael_jenkins3929d ago
That's just good marketing, not exactly a correction.
5
burns.jenny29d agoMost Upvoted
Your uncle figured out the golden rule of ads. People scroll past ads on their phones in like two seconds. If they have to stop and think about what hydro-jetting even means, they're already gone. "We unclog your drains fast" tells them exactly what they need and when they'll get it. No confusion, no questions, just a straight answer to their problem. I've seen this with so many small businesses trying to sound impressive instead of useful. Plain language sells better every single time.
5