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 consumers 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 its vital that your ad catches the eye and immediately grabs interest. You could do this with a headline or slogan (such as VWs Drivers Wanted campaign), color or layout (Targets new colorful, simple ads are a testimony to this) or illustration (such as the Red Bull characters or Zolofts 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 dont offer anything unreasonable.
Keeps Interest: Grabbing the consumers attention isnt 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 doesnt 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 youd like to reach, and youll 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 its a billboard ad, youll 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, youll 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: