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.
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. 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). All good advertising copy is comprised of the same basic elements.
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.
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.
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.