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Writing Effective Advertising Copy by Robert Price
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Writing Effective Advertising Copy |
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Education
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What makes great advertising copy? Why do some advertisements attract customers while others leave them cold? The secret lies in how they are written. The basic purpose of advertising copy is to get the reader interested in whatever is being featured. Whether you are selling a product or service, the following tips will help you write great copy that delivers results. These tips apply to almost any form of consumer marketing communication: web or print based advertisements, sales letters, brochures or direct mail. 1. Target the customer - Get your audience involved. The key to your advertising success lies in connecting with your prospects "one-on-one". Make your advertising copy more reader-focused by using the word "you" often. Address that reader as an equal and as if the offer was meant exclusively for him or her. Focus on the benefits - do not merely describe the features of the product. Tell the customers what they want to know, why they should choose you, and what they can get out of your product or service. If possible, address an obvious problem and let them know how your product or service will solve it. 2. Write a powerful headline - This is the first thing that your readers see and therefore it has to grab their attention. Start with a compelling, benefit-driven headline. Again, make sure it is reader-centric. A winning headline gets straight to the point and promises an answer to the problem your audience wants to solve. 3. Be conversational and brief - Use the same tone of voice you would with friends; yet make sure that you're not saying something inappropriate. Keep your sentences short and simple. Use white space, colors and graphics to relieve the monotony. White space is more visually appealing than a dark background and serves to highlight the advertising copy. 4. Tell the reader what to do next - Now that you have talked about your product and how it will benefit the user, it is time to prompt a response. Use action words like "Join Now! Click Here! Buy Today! Call Toll-Free XXX-XXX-XXXX! Offer Expires!" People need to be told what they should do next; they want you to make up their minds for them. 5. Edit and proofread your copy - As you edit, cut out unnecessary words and consolidate ideas. See if you can shorten your message by 30 to 40 percent compared to what you originally started out with. Review your copy for any typos, spelling or grammatical errors that will make your company look amateurish or worse. Done that? Good. Do it again! Remember, you only get one chance to make a first impression. Advertising copy can be a precious tool to communicate directly with potential customers and tell them why they should buy from you. On the flip side, poorly written copy might drive your customers away. We hope our tips will steer both your copy and your customers in the right direction. essays online
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