It travels to important hands

Have you ever wondered when you go for an interview or go to meet your clients or your prospective groom why you dress up so carefully, keeping in mind you wear the best shirt? Because, first impression has huge impact and you want to put your best foot forward. Exactly the same thing is applicable for business card. Business card is like your identity, your face before the world. When you silently give it to someone it speaks a lot about you, sends across reflection of your taste, preference, personality, attitude. And I am sure you don’t want that person to get a wrong message about you or consider you an average daily encounter. To make a mark, you need to be different, appear appealing. Don’t forget it’s not just one person whom you reach. Recipient may give away your business card to someone else as well to contact you. So your identity travels along. If it’s appealing, you get talked about and admired.

Long stay

People generally lose business cards quite often. Have you ever thought why so? It’s because most of them look boring, so people do not show an effort to keep them with much care and simply throw inside drawers, envelopes, wallet etc. But if a business card looks appealing people make an extra effort towards not misplacing it and keep it in card holder with much care, while flashing it often before others. Such business cards are hardly lost and are recalled often, talked about and perceived in a favorable manner. If a business card looks good the person who receives it also checks it with much more appreciations and holds it for long, whereas an average business card is much ignored and people simply put them in pocket soon after getting the card.

So what are waiting for? Get rid of boring business card and find a good designer to flash an appealing business card everywhere you go.

What does advertising do?

1. Advertising builds awareness about the product being advertised.
2. It creates recognition for the brand.
3. Reduce the fear of unfamiliarity, and testimonial advertising also works as social proof.
4. It creates, nurture, and build emotional connection between the product and consumer.
5. It provides reason for purchasing a product.
6. It induces trial.
7. It creates top-of-mind awareness for the brand being advertised.
8. A beautifully done ad entertains public and create favorable environment that a marketer to seed the brand message.

What advertising cannot do?

1. It cannot sell a product.
2. It cannot create a loyal customer.
3. It cannot manage a damaged reputation.
4. It cannot build credibility.

It is the latter group of things that have made the advertising so infamous. Well, it is comment time now. What do you think, have advertising worked for your business?

Let me give you a piece of good news: if you have written even a single brilliant copy then you already know the tricks, and all you need to do is standardize the process. And in order to do that you need to know the process.

5 steps to writing a better copy

Step1: Know your goal

You must be wondering why everything has to start with setting a goal. Let me help you in this. A goal is the end point where you want to reach when you set your sail. If you do not set a goal before setting sail, you will get lost in the sea. You need to define your advertising goal before you start writing your copy.

Step 2: Know your audience and their needs

A product is always made for a specific group of target audience. Although everyone can consume the product, it is never made for all. Similarly the advertisement created for the product should also not be created for all. Define a target audience, which often will be similar to the target user group of the product, and then find the reason why the target group will use this product.

Step 3: Appeal to their interest

I have seen many people who make ads to suit their needs and communication style, which I must add, fails to make any connection with the users. It is important to know the desire and aspiration of the target audience before writing an advertisement copy. When writing an ad, you should always remember that you are writing this to sell a product.

Step 4: Emotional appeal

Logic always fails to connect with the target audience. If you talk all logic, and reason in the ad then your ad will definitely fail. You need to connect with the target audience on the emotional level.

Step 5: Keep it simple

Do not clutter your ad by saying this and saying that. This will not take you anywhere. Keep it simple, and talk just about one benefit at one time. It may be possible that the product solves many problems, but in advertisement you are not supposed to write about all of them. Mention the most notable feature that matters to the audience.

My goal with this article is not to argue about utility of link finding. Well, this can be a worthy goal, and I might choose to write on it in the next article, but for now, the goal is to tell you how to write a good advertising copy. Let us being on that:

Why you want to communicate?

Asking this question will tell you why you want to advertise. This will tell you about the goal and the purpose of the ad you are going to write.

Whom are you writing for?

The answer to this question will help you find the right tone, vocabulary and message for the ad copy. The way you will communicate with a student will not be same, as you will communicate with business executives of the same age.

What the consumer wants?

This is another critical question. Always remember, no one buys products or its features. One buys benefits and solutions.

Have you touched her tonight?

Do not get me wrong. This heading was written in the fashion to stir emotional corner of your mind. Tell me one thing, using the comment box below, if I had used some bland heading like, “target emotion of the consumer not the reason,” would you have reacted?

We all are emotion-led people. No one understands data, if it lacks connectivity.

Can your house cleaner comprehend it?

If she can then anyone can. The idea is to keep the copy as simple as you can.

What reaction do you expect?

You should tell your readers what you expect from them, once they are through with the advertisement. Include call to action. If you do not to so, you should not expect the audience to do anything.

I am sure you must be budding with many ideas about the above discussion. Please use the comment box to share some of them with rest of us.