How to Write Good Advertising Copy

The art of writing good advertisement copy which will catch the attention of the customer at first sight is different from any other form of writing.

If you are looking for information on the following:

The art of writing good advertisement copy which catches the attention of the customer at first sight as they flicker though brochures, fliers, magazines and websites is different from any other form of writing.  

After all, it is not written for the person who is going to be reading with deep concentration.  It will not be necessary, therefore, that the potential customer read each and every line of the advertising copy. In fact, it is quite unlikely they will do so. Hence, each line should be effective in itself and should present a message on its own.

So it's not only necessary to write advertising copy that is logical, but which is also creative.

Click Here for Free Traffic with Traffic Hoopla!
Click Here for your Free Traffic!

In order to accomplish this, only the most relevant and specific matter should be written in the ad.

Some content writers will be afraid of leaving out information they feel is important and write as much as they can. However, too many words will only cause the customer to lose interest more quickly and the space used by that extra copy will have been wasted.

About Writing Style and Reading Style

The writing style should also be related to the type of advertising medium that is being used. A spoken TV ad, scrolling text, a display ad, and a classified ad will each require a slightly different approach.

It is not unusual for the reader to read by skipping lines in between and there is a genuine possibility that they will even choose to read it from the bottom to the top. With this in mind, the content should still be properly organized with the heading at the top, body in the middle and conclusion at the end. Main points can be written as sub-headings, colored, or placed in bold font. The body following each sub-heading should discuss and clarify that sub-heading and, if it is related to any other sub-heading, then even those points can properly be re-discussed.

If the product is to be discussed from a technical point of view, it should not be SO technical that it sounds like a foreign language to the average reader.

Create a Swipe File to Increase Your Own Creativity

Someone unfamiliar with writing advertising copy might want to create what many advertising copywriters refer to as a "swipe file".  

A swipe file is a collection advertising materials which seemed to be effective in their presentation, wording, design, or other advertising factor.  Especially, if you cannot write good copy yourself, use what has worked for others.  Of course do not copy word for word, but use your swipe file to give you ideas for ways to present YOUR material.

Appeal to Emotions - Perceived Benefits Triumph Over Dry Facts

Most buyers will buy based on some emotional issue.  They may think that they are buying logically, but often they are buying something that appeals to them on some other level than that of pure logic.  Many copy writers will miss this and will appeal to logic, filling their advertisements with facts and figures.  You can certainly use logic effectively by combining it with emotion.  The buyer wants to know of what benefit the product will be to him or her.  Do not simply explain a feature, but tell the prosepective customer what benefits they will derive from that feature as well.

Let's "Chunk" It Out There and See Who Swings at It

Chunking is an effective technique that can be used in writing copy.

Don't let this highly technical term throw you.  Chunking is simply writing small paragraphs or stories with a conclusion at the end somewhat similar to the moral in one of Aesop's fables. The paragraphs, or stories, can either have or not have connection between themselves depending on the subject and the goal of the advertisement. It's actually sometimes better if they aren’t connected, because it won’t require the reader to go back to a previous chunk of words in order to understand the present chunk he or shee is reading.

Chunking works quite well when there are pictures in the advertisement and the chunk serves to illustrate the picture. A two-dimensional picture is speechless unless some well-chosen words talk about it providing the customer with motivation to either buy or at least investigate more deeply. Obviously, while chunking, sub-headings, mentioned earlier, can again be used to set out critical information.

What Kind of Company Are You Keeping?

Another point to be considered is the product or company to which the content is related. For example, if a brochure is related to a corporation, the style of writing should be formal, while someone establishing themselves as an authority and friend figure may write a little less formally. A flyer posted at the local laundromat will be written differently than a handout given as a follow-up to a more formal presentation.

A Spell of Common Sense is Clearly a Part of Our Design  

Spelling mistakes should be avoided. They reflect poor quality control and attention to detail and put the client in a bad light.

The design should speak clearly and loudly about the organization being discussed.

Unclear, cluttered, and illogical information can create the impression that the company also has the same characteristics.

Catalogues Can Be A Bit Different - Less Writing, More Pizzazz

Catalogues are the only source of advertisement for some businesses. In many cases, business catalogues won't require much writing, as a simple, informative product description will do. In these instances, you can concentrate on using fonts, font sizes, colors, etc., to accentuate the benefits and specifications of the product.

Another step in preparing a catalogue, and many websites, by the way, should be providing information for the actual purchase.  In a catalogue, highly Inetailed forms can be a big turn-off for many people. However, contact information, mailing address, and website URL should be clearly specified. Also include whether the business accepts cash, check or credit card.

Another bit of information to provide is the contact information, which should be pre-printed on any forms which will have to be mailed to the company. It is better to also include this information elsewhere in the catalogue, or product information, so that the customers can have it for future reference.

NOTE FOR WEBMASTERS:  Many products sold online are downloadable ebooks in PDF format.  Most computers today may already have Adobe Reader already loaded on them.  However, for those who do not, you should inlude a link to so that they will see that it will be possible to actually make use of the product, if you are selling an info-product in PDF format.

After the final content itself has been written, it’s time for organizing it. Depending on the demand for and popularity of the products, arrange them in a hierarchy based on one or the other.  This is especially important when designing a catalogue because each of the products should get the consideration and attention it deserves, but you want the reader to look at the best suited product first.

A Business Tip for the Advertising Copywriter  

It is a good habit to make note somewhere of those specific procedures which have been applied to each advertisement written. Also, save information such as which customers were targeted with which particular advertisement, to use for the same kind of advertising plan or project in the future.

Free Advertising Articles

Low Cost Advertising Techniques

Advertising on the Internet

Low Budget Advertising Options

Self Promotion

Search Engine Optimization

Yellow Pages

Television Advertising

Power Words

Celebrity Branding and Advertising

Free Advertising Websites - Post Your Classified Ads

Advertising a GDI Home Business with GDI Coop

Free Advertising with AbleWise

Website Promotion and More

Post Free Classified Ads at AdPost

Need Hits

10 Best Free Traffic Exchanges

You will find what you are looking for about writing good copy here

Writing Good Free Advertising Copy - Copyright 2013 by Donovan Baldwin
Page Updated 9:10 AM Sunday 10/13/2013