How can surprising ad copy increase my click-through rate (CTR)?

Introducing unexpected elements in your ad copy, such as unique sentence structures or passive voice, can capture attention and intrigue readers. For instance, rephrasing 'We grill the burgers' to 'The burgers are grilled by us' led to a 74% higher CTR. This subtle twist engages the audience, making them more likely to click on your ad.

Why does using passive voice in ad copy boost engagement?

The passive voice can introduce a slight surprise in sentence structure, prompting readers to pause and process the information differently. This momentary engagement can make your ad stand out, increasing the likelihood of a click.

Can you provide examples of surprising ad copy for a beauty product?

Certainly! Here are some examples: 'Kiss the day hello – our lipstick won’t quit until you do.' 'From sunrise to moonlight, our lipstick’s got you covered.' 'Lock in your look – our lipstick stays put from coffee to cocktails.' These phrases use unexpected structures to engage readers.

How can I test the effectiveness of surprising ad copy?

Implement A/B testing by creating two versions of your ad: one with standard copy and one with a surprising twist. Monitor the performance metrics, such as CTR and conversion rates, to determine which version resonates more with your audience.

Is there a tool to measure the surprise element in my ad copy?

Yes, you can use the free Syntactic Surprise Calculator to evaluate the surprise level in your sentences. Aim for a score between 1.9 and 2.3 to achieve the optimal balance between clarity and intrigue.

Should I use surprising copy in all my advertisements?

While surprising copy can boost engagement, it's essential to maintain clarity and relevance. Overusing this technique may confuse your audience. It's best to use it strategically and test its effectiveness within your specific marketing context.

Double ad click through rate (CTR) with surprising copy

Today we'll cover a cool trick to spice up your copy and make your audience do a double-take. Ready to add some zing to your words? Let’s dive in!

TL;DR 🎯

Write your ad copy like you're telling a joke with a twist ending. The key? A surprise element in your sentence structure, but not so wild that it reads like a riddle.

The art of the surprise 😲

Imagine you’re selling an everlasting lipstick. Instead of the usual “Our lipstick stays on all day,” try “Sunset or sunrise, our lipstick stays put.” It’s like adding a twist to a familiar tune.

Examples 👀

Longer examples:

"Kiss the day hello – our lipstick won’t quit until you do."
"From sunrise to moonlight, our lipstick’s got you covered."
"Lock in your look – our lipstick stays put from coffee to cocktails."
"Outlast your longest day – our lipstick is here to stay."
"Stay bold, not re-applied: our lipstick lasts through every smile and sip."
"Survives the day, slays the night: our lipstick’s a true 24-hour wonder."
"From your first selfie to your last snap, our lipstick never fades."
"Morning meeting to evening date, our lipstick sticks with you."
"Dare to wear all day: our lipstick stays fierce, not forgotten."
"All-day allure, zero touch-ups: that’s our lipstick promise."

Shorter, punchier examples:

"Wake up, makeup, no retouch."
"One swipe, all day hype."
"Morning applied, evening admired."
"Stick to lips, not cups."
"Sun up to sun down, still on all day long."
"Lasts longer than your longest day."
"24 hours, zero smears, no tears."
"Outlasts your energy drink."
"Survives coffee, kisses & chaos."
"Day-long drama, no panda eyes."

Try coming up with your own that showcase your brand's style and voice.

Alright, let's get back to it...

The research rundown🧑‍🔬

Ad magic: An ad tweaking a sentence to a passive voice saw a whopping 74% higher click-through rate. It’s like saying, “The burgers are grilled by us,” instead of “We grill the burgers.” Tiny change, bit results. Other catchy phrases a burger joint could use: "Fire-kissed, flavor-blissed" or "Where char meets charm" or even "Grill lines, fine dines" for an upscale joint.
Beauty break brilliance: A beauty salon’s Instagram ad doubled its clicks with a more surprising sentence structure. It’s like asking, “Coffee, anyone?” instead of “Who wants coffee?”

Why does it work? 🤔

Our brains love a good puzzle. When a sentence takes an unexpected turn, it’s like a mini brain teaser that hooks us in.

But remember that balance is key: Too much surprise, and you'll confuse your audience. Too little, and it's just blah 😑

How to do it ✅

Twist & shout: Play with your sentences. Flip them, twist them, but keep them clear. Try using an AI app like ChatGPT to generate ideas.
Surprise-o-meter: Use the free Syntactic Surprise Calculator to hit the sweet spot between 1.9 and 2.3.
Test the waters: Try different versions and see what resonates with your audience.

Remember, the goal is to make your copy pop without turning it into a brain buster. It’s like adding a dash of hot sauce to a dish – just enough to wake up the taste buds.

That's it for today! Go ahead, give your words a little twist and watch the magic happen.