Tips for Writing Effective Advertising Copy
In this article, we are going to examine useful tips for writing effective advertising copy. An advertising copy is simply the overall message idea that forms the basis of the advertisement expression. In a broad sense, it includes all the elements of an advertisement message. That is auditory, visual, and audiovisual entities that contain the advertiser’s message and become the focus of the advertising campaign.
Also, looking at the copy in a narrow sense, you see the printed text, or the main body, the first part, the headline, and the subhead. However, if you look at the position of advertisements in the overall flow of marketing activities, the purpose of all advertisement copies is to sell.
The fundamental characteristics of a copy are to arouse curiosity, address the audience directly. It needs to give attention and favours, stimulate the senses, and function to make memories.
An ad copy is expressed in words, but also symbols. A copy expresses emotion and has a specific meaning.
The work of a copywriter is to first break down what is to be written about to a basic level. Writing ads is not the place to show how many big words you know. It’s about moving to the point and increasing the value. Good ad writing is simple, conversational, logical, and easy to read. It must capture the essence and spirit of a product, service, or organization while communicating directly with the reader.
As a business owner, the need for advertising to attract consumers and get results cannot be overemphasized. Well-written advertising attracts attention, stimulates interest in the product and leaves a clear desire for consumers to buy it.
Useful Tips for writing an effective copy
The following are some steps to guide you if you have not written an ad copy before.
1. Learn the ropes
On what medium do you want your ad to appear- do you want your ad to appear in a newspaper or magazine, Store on your website or social network. Understanding where your ad appears will have a significant impact on the style and delivery of your copy. It is also important to learn how to limit your ad size, including the number of words, the size of your text, and the ability to add an image or video. Of course, the traditional form of ad copy works in all media, but you may need to adjust it slightly to the space where the ad will be placed.
2. Tailor the text to your audience
Which customers are you targeting? Ideally, everyone who reads your ad should buy a product. But in reality, you can get better results by tailoring your copy to a specific segment of customers who are initially more interested in your product than everyone else. Use language and associations that are close to the audience your product is targeting. This can alienate the rest of the population, but let’s not forget that it’s a key to those who can become loyal customers.
3. Write an eye-catching headline
This is the most important part of your ad because the headline determines whether someone reads or passes your ad. If the headline is lengthy, confusing, or uninteresting, don’t expect people to read the rest of your carefully written text. Such a headline tells them in a matter of seconds that your business isn’t advanced enough to write good ad copy yet – and that negatively affects the perception of the product, regardless of its quality.
4. Don’t start with a question
You can use very unusual, creative rhetorical questions, but keep away from the usual opening sentences like, “Do you want a new car?” Consumers have already read thousands of such questions and are tired of constantly answering them. To get their attention, you have to dig deeper. Find a creative, unconventional way to tell others that you have what they need without asking obvious questions.
5. Write a bridge
The next line after the headline is your short, wonderful chance to form a solid picture of your company in the reader’s mind. After your headline, you have to follow with something real and solid, otherwise, it will look like you’re just throwing it in their eyes. Use the bridge to tell customers what needs your product can meet.
Also, remember that every word counts. The language of the bridge should be as catchy as its title – at this stage, there is still a risk of losing the reader before reaching the end of the ad copy.
6. Bring people to your product
The Bridge allows you to create a strong desire to buy the product. It’s an opportunity to play with the emotions of your target audience and make them feel that your product meets their needs. It sounds a little manipulative, and it is. However, if you offer a product that benefits people, it’s not misplaced to play on the sensitive strings of the emotions of potential buyers
Tell us how to buy your product- write a strong concluding text that tells you what to do. Offer readers simple steps to purchase or learn about the product.
7. Perfect your message
Examine bad writing- When you’re starting your copywriting, it may be helpful to review bad adverts from other companies to know what’s wrong with them. Look for some bad ads – recognize them by giving them the first incentive not to read them beyond the front line and try to figure out what makes them ineffective. Once you’ve figured out what’s wrong with them, try to fix the failed ad copy. Also, look for effective texts and analyze them in the same way.
8. Make the text natural
When writing your ad copy, make it sound as natural as possible. Write as if you are addressing someone. People prefer natural writing because it seems more personal and will convince them more than the formal and bombing style.
9. Be brief
Regardless of where you publish the text, it should be short, accurate and kind. People don’t have time to read ads that require half a minute of attention. They come across your ad when they do something else – read an article, get off a train or a bus. Therefore, you need to create a strong impression with minimal words.
Since your ad copy will be very short, make it as accurate as possible. Go straight to the point and avoid the use of general terms.
10. Consider using recommendations
People nowadays read reviews and recommendations before buying a product. They rarely hesitate to try a new product if they are not sure if someone liked it. Adding one or two to your copy can be a great way to build quick trust with your audience.
11. Use visual aids wisely
If you have the option to use an image or video in your ad, think carefully about its composition. Having an image saves you from having to describe in detail the features of the product and what it is. The image or video you use is just as important as the text itself, so choose an appropriate image on an emotional level to influence your readers and get them to the product.
12. Read the text aloud and record yourself
If you have already written the text, read it aloud and record your voice. Put yourself in the reader’s shoes. Does the text sound natural in casual speech? If you heard this from anyone, would you be interested? Reading aloud is a great way to uncover the mistakes that hinder the success of your ad copy.
13. Rewrite the text while it works
You don’t have to constantly run an ad that doesn’t increase sales. Keep rewording the text until you are sure you are attracting more customers. A poorly written copy that doesn’t adequately represent your business can do more harm than good. After a few months of using the ad, update it by rewriting the ad to a new product or old new features.