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Mustafa Hussein

CEO at Real Media

How To Write A Killer Ad Copy

Copywriting is an essential element in the marketing of any product. or service More so, in a shrunken global village. Whether it’s online advertising or offline advertising. A good Ad could mean the difference between the success and failure of a product or service. The tips mentioned in this article will give you an insight to write a good Ad.

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

Writing powerful Ads is the key to maximum sales. What is good copywriting? and How to write a good Ad?. Let’s see some basics of good copywriting.

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.

The Target Audience:

It is important to understand the intent of the customer and his/her business background. A good understanding helps to find more about the customer’s target audience.

To understand the target audience, it is imperative to understand the product and which age group the product is being targeted at. Once the age group is narrowed down, the next step would be to understand the psyche of that age group, the region they belong to, tastes, likes, and dislikes are some of the factors that need to be considered before coming with a dashing ad.

As the saying goes… “A thousand words don’t make an impact as one deed. A poorly written Ad could destroy a good product and an effectively written copy could send the mediocre product sales skyrocketing.

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.

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.

The next time you write an Ad copy, avoid Cliche and consider these factors and you’ll copy up with a Killer Ad.

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Picture of About The Author
About The Author

Mustafa Hussein is the Founder & Creative Director at Real Media