The SCARF Method: How to create an efficient ad copy

The SCARF method is a well-known approach to building impactful and effective advertising (or even editorial) content for your audience. We highly discourage relying on guesswork, which is often seen as an ineffective strategy.

Humans are funny creatures. What they tell you is bothering them isn’t always what really matters, and if you ask them what they want, they often can’t give you a clear answer. So, to stay as close as possible to their needs and desires, it’s better to take an indirect approach.

Don’t worry, we’re not suggesting spying on your target audience—just learning how to better understand their must-haves and “aha moments.”

Let’s dive into the SCARF method, the best way to create advertising content that truly speaks to your audience and brings you tangible benefits.

S for Social

You’ve done your persona research, so you know which social media platforms your target audience spends time on. Whether it’s LinkedIn, Instagram, TikTok, Pinterest, or YouTube, now is the time to explore what they are up to on those platforms.

What you should do:

• Explore posts related to your field, check out competitor content, and analyze discussions about your products or similar ones.
• Immerse yourself in the comments to discover perceived benefits and common objections.
• Note the language used by creators and users to describe problems or positive aspects.

If you don’t have hours to scroll through social media, leverage content aggregators like Feedly to keep up with industry trends and issues in your target market. These tools will help you track relevant blogs, news outlets, and niche publications, making your research quicker and more efficient.

C for Competitors

Your competitors are listening to the same market as you, so keep an eye on their strategies. Not to copy, but to gather insights about what’s working in the industry.

What to pay attention to:

• Compelling hooks they use to grab the attention of your shared audience.
• Their product pages, looking for unique selling points and keyword optimization.
• Their Google and Meta ads, which you can analyze via SEMrush or Meta’s ad library for insights into their marketing strategies.
• Their conversion funnels, to get a sense of what resonates with your audience.

Just make sure you choose relevant competitors. Some may excel in advertising, but fall short in conversion. Consider both your business competitors (operating in the same industry) and digital competitors (those ranking alongside you for your main keywords).

A for Affiliation

Dive into the world of affiliate marketing. Why is it important? Affiliates are directly in touch with your audience, promoting your product (or your competitors’). This can offer valuable insights into the preferences and behaviors of your target market.

What you should do:

• Identify relevant affiliate partnerships using tools like Google, SEMrush, or Ahrefs.
• Analyze how affiliates describe your product and those of your competitors.

Affiliate marketing is also an excellent way to draw more attention to your brand, leveraging the audiences of others who align with your business. With their insights, you can create advertising content that resonates more deeply with your target market.

R for Reviews

We live in the age of social proof—reviews are everywhere and play a crucial role in influencing consumer decisions. And it’s not just your reviews; your competitors’ reviews are equally valuable. Leverage the power of reviews to uncover key insights about your audience’s priorities.

How to effectively use reviews:

• Sort 1-3 star reviews to identify the most common objections.
• Highlight 4-5 star reviews to emphasize the most appreciated benefits.

Finding reviews is easy—simply search for your product or service followed by “reviews” on Google. Sites like Trustpilot are also goldmines for feedback on products or services in all industries. Use these reviews to fine-tune your advertising content by addressing pain points and emphasizing what your customers love.

For an even more powerful strategy, incorporate User-Generated Content (UGC) into your growth marketing efforts. UGC harnesses the authenticity of your satisfied customers to boost credibility and engagement.

F for Forums

Forums are the new virtual hangouts where users openly discuss products, brands, and services. This makes them a treasure trove for discovering what people really think about you and your competitors.

How to use forums effectively:

• Identify the most discussed topics, noting objections, benefits, and pain points.
• Immerse yourself in the narratives and language users employ to describe their experiences.

Popular platforms like Reddit, Quora, and industry-specific forums are perfect places to gather this kind of intelligence. Remember, forums are all about exchange and dialogue. So, if you feel like contributing with helpful responses, don’t hold back—just keep in mind that you’re participating as a user, not as a business owner.

By adopting the SCARF method, you ensure that your advertising content aligns perfectly with your audience’s needs and desires. This strategy helps you tap into the deeper layers of consumer behavior, enabling you to create campaigns that truly resonate and drive results.

In short, the SCARF method will help you connect with your audience in a meaningful way, ensuring your content stands out and performs well.