Writing ad copy is unlike any other type of writing. It’s fast, to the point, with no wasted words. In short, writing ad copy—good ad copy—takes time and thought. Why? Because the message must be carefully constructed to maximize the brief few seconds the reader gives you. To write good copy, you must:
Grab your reader’s attention. Use a picture, color, layout, or words to attract the eye and be notice. Be creative within the confines of your audience’s expectations. Promise a better life. “Better” can mean sweeter, less risky, more carefree, richer or just plain simpler, but you have to promise some kind of improvement to daily life. Otherwise, the reader already has a solution in place that’s as good as the one you offer and has so reason to change.
Overcome objections. You must overcome objections to get people to part with their money. At the least counter the major ones: Counter disbelief with testimonials, skepticism with a free trial, high cost with a monthly payment plan, and quality with a money-back guarantee.
Ask for the business! Don’t stop writing until you have asked the reader to take action to buy the product. At the least, ask them to call you. It’s easy, it’s immediate and humans like to buy from humans. But humans also will visit websites, stop by the booth, sign-up for a webinar, mail a drop card, fax a coupon or sent for a brochure if you ask them to. And give them a timeframe, preferably, TODAY. Remember: Time Kills Deals.
Keep it short. Strong arguments need little support. The less copy the better.
Good copy requires a lot of background information. Before you write it - you need to know: ·
- Where your ad will appear, ·
- The problem your product solves, ·
- How your prospects are solving the problem today, ·
- What your competitors are saying, ·
- How your product provides a desirable solution, ·
- How your company provides a satisfying buying experience, ·
- What convinces a prospect to buy, and ·
- How the prospect likes to approach the buying process.
Writing good ad copy is an art—and it’s hard work. It only sounds like you dashed it off.
Like some help? Give us a call at (610) 687-2690. We would be pleased to discuss your marketing strategy and plans with you.
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