How To Write Better Advertising Copy

How To Write Better Advertising Copy



How to​ Write Better Advertising Copy
A successful marketing plan relies heavily on the​ pulling-power of​ advertising copy .​
Writing result-oriented ad copy is​ difficult, as​ it​ must appeal to, entice, and​ convince consumers to​ take action .​
There is​ no magic formula to​ write perfect ad copy; it​ is​ based on a​ number of​ factors, including ad placement, demographic, even the​ consumer’s mood when they see your ad .​
So how is​ any writer supposed to​ pen a​ stunning piece of​ advertising copy -- copy that sizzles and​ sells? the​ following tips will jumpstart your creative thinking and​ help you write a​ better ad.
KNOW the​ BASICS
All good advertising copy is​ comprised of​ the​ same basic elements .​
Good advertising copy always:
Grabs Attention: Consumers are inundated with ads, so it’s vital that your ad catches the​ eye and​ immediately grabs interest .​
You could do this with a​ headline or​ slogan (such as​ VW’s Drivers Wanted campaign), color or​ layout (Target’s new colorful, simple ads are a​ testimony to​ this) or​ illustration (such as​ the​ Red Bull characters or​ Zoloft’s depressed ball and​ his ladybug friend) .​
Promises Credible Benefit: To feel compelled by an​ ad, the​ consumer must stand to​ gain something; the​ product is​ often not enough .​
What would the​ consumer gain by using your product or​ service? This could be tangible, like a​ free gift; prestige, power or​ fame .​
But remember: you must be able to​ make good on that promise, so don’t offer anything unreasonable.
Keeps Interest: Grabbing the​ consumer’s attention isn’t enough; you have to​ keep that attention for​ at​ least a​ few seconds .​
This is​ where your benefits come into play or​ a​ product description that sets your offer apart from the​ others.
Generates Action: This is​ the​ ultimate point of​ advertising copy -- it​ must make the​ reader react in​ some way .​
This doesn’t necessarily translate to​ buying the​ product immediately or​ using the​ service .​
Your ad could be a​ positioning tool to​ enable the​ reader to​ think about you in​ a​ certain light .​
Speak to​ your audience, or​ the​ audience you’d like to​ reach, and​ you’ll be surprised how frequently they come to​ you in​ the​ future.
KNOW the​ MEDIUM
How you write your advertising copy will be based on where you will place your ad .​
If it’s a​ billboard ad, you’ll need a​ super catchy headline and​ simple design due to​ the​ speed at​ which people will pass .​
Online ads are similar; consumers are so inundated with Internet advertising that your ad must be quick and​ catchy .​
Magazine advertising is​ the​ most versatile, but this is​ solely dependent on the​ size of​ your ad and​ how many other ads compete with yours .​
If you have a​ full page ad, feel free to​ experiment; more page space gives you more creative space .​
If the​ ad is​ tiny, you’ll need to​ keep things as​ simple as​ possible.
KNOW the​ STYLE
Advertising copy is​ a​ unique type of​ writing .​
Its point is​ to​ balance creativity and​ readability into something persuasive and​ entertaining .​
Keep the​ following points in​ mind when you write your copy:
Be Succinct: There are few things more damaging to​ an​ ad campaign than messy wordiness .​
Use short sentences with as​ many familiar words as​ possible; save the​ thesaurus for​ a​ thesis or​ dissertation .​
Always make sure to​ use precise phrasing (why use five adjectives when one good action verb would do?); and​ eliminate any redundancies, such as​ little tiny or​ annual payments of​ $XXX per year.
Talk To Your Audience, Not At Them: Though you are announcing the​ availability of​ a​ product or​ service, avoid being clinical or​ overly formal .​
Write as​ if​ you’re talking to​ your ideal customer; use a​ style they’d use, words they’d be familiar with, slang they’d probably know .​
But be absolutely certain that you’re using these terms and​ phrases correctly .​
a​ recent McDonald’s campaign attempted to​ reach a​ certain audience by using the​ phrase I’d hit it​ in​ reference to​ a​ cheeseburger, unaware that the​ phrase is​ almost always used as​ a​ sexual reference.
Avoid Clichés: It’s easy for​ writers new to​ advertising copy to​ fall into this trap, but it’s a​ trap that can severely damage the​ writing .​
Clichés fail to​ ignite the​ imagination; and​ consumers so numb to​ the​ phrases will often skip right past them, effectively ruining the​ succinct element of​ your ad .​
If you find yourself tempted to​ use a​ cliché, think about the​ message you want to​ convey with that cliché and​ try to​ rephrase it​ in​ a​ more imaginative, personal way.
Always Proofread: It’s an​ obvious point, but you’d be surprised how many ads run in​ a​ magazine or​ on a​ billboard with an​ error of​ some sort .​
Go through your advertising copy carefully to​ make sure that every word is​ spelled correctly, the​ grammar is​ impeccable and​ the​ punctuation is​ dead on .​
Even the​ best ads can be ruined by a​ misplaced comma or​ dangling modifier .​
Use a​ program like WhiteSmoke ( www.WhiteSmokeSoftware.com ) or​ StyleWriter ( www.StyleWriter-USA.com ) to​ help you write better.




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