How to Create Good Advertising Copy

Good advertising copy clearly states the benefits of a product or service, establishes brand identity and separates one company from its competitors. It changes the consumer’s paradigm of what to expect.

Some advertising copy includes memorable slogans and tag lines that elicit positive emotions in the reader.

Others soon go viral and take on a life in parodied text throughout pop culture. Good advertising copy comes in many forms and can be short, long, direct or indirect. However, good advertising copy is never boring.

It is a creative expression of you, the artist. The picture you paint for consumers will leave them wanting more.

Never get stuck being lazy with something does not achieve the desired results. The best way to create good advertising copy is to follow a few important tips.

Tips on Creating Good Advertising Copy

Make Advertising Copy Relevant and Memorable

The headline is one of the most important aspects of good advertising copy. The primary objective of a headline is to encourage the reader to learn more. This is the first thing readers see. It can also be the last thing if it is written poorly.

You can avoid with subsequent content that is relevant to the reader.

By selling the key benefits of your product or service, the reader learns old adage “WIIFM: What’s in it for me?” No one commits to buying something unless they understand the benefits.

Make it memorable by using words that stick in the reader’s mind.

When the reader sees a reminder of your product or service, he or she will take action to buy because you have connected the benefits to a need.

Define the Audience for Your Ad Copy

Before writing the ad, you must know why people want your product or service. Define your audience through market research to establish a primary demographic most likely to want what you are offering.

Have a clear understanding of what they need, what they want and how much they can afford. Know their concerns, values and motivations.

Express Readers’ Thoughts in Your Writing

You can make the best connection with readers by expressing their thoughts in the advertising copy. Perhaps many people can use what you are selling. However, a target group is most likely to buy.

How do you identify that group? By researching and defining characteristics of the target group that stands out from your best customers. Once you identify your audience, you can personalize the writing to appeal to interests, wants and needs.

You can achieve better responses when readers believe your message is directly for them. Visualize writing to one person. This will help you personalize the message with a less formal style.

Focus on the Reader

Personalizing the message will help you achieve this next tip for writing good advertising copy. Focus on the reader, rather than on what the product or service does.

This is a delicate balance as you want to highlight the benefits without creating pompous picture of the product or service. The key is to use words like “you” and “your” often while limiting words like “we,” “us” and “I.”

Create a Hook

Good advertising copy must also include a creative hook in addition to a fabulous headline. Your time is limited in persuading readers that your product or service answers their need. A strong hook in good advertising copy is clear, relevant and simple.

Doing this helps to define your brand identity. Your brand can be whatever you desire to leave an impression. It can be revolutionary, kid-friendly, sophisticated or family-oriented. Your brand identity should appeal to the people you identified in your initial audience analysis.

Have a Consistent Message for All Media

Having good advertising copy also involves maintaining a consistent message for all media types. Ad copy written as a fundraising appeal letter to specific donors might require a long format.

While a newspaper advertisement is brief due to limited space. Nevertheless, make sure the core message is consistent for both. Keep sentences and phrases short and simple. Deliver a clear message and you will have good advertising copy.

Remember the Primary Objective

Never lose sight of the primary objective while being original, creative and funny. People do not schedule ad reading in their busy schedules.

When they read your copywriting, they need to have a purpose. Help them envision how their lives will improve with your product or service. Otherwise, you risk losing the sale.

To summarize, good advertising copy will include the timeless AIDA formula: Attention, Interest, Desire and Action.

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Analytics & AdWords certified growth engineer with over a decade experience in making businesses successful. I own and operate AXZM and often speak at top national industry conferences on the topics of strategy, design and marketing technology. Work with me or learn more about me here. Follow me @nawlready

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