04 Jun 10 Essentials of Effective Advertisement Copy

Written by: bikram

Advertising profession aspirants often blindly jump into copywriting and then find themselves misfit for the same. Good writing skill, command on language and vocabulary are just not enough for it. Advertising copywriting seeks really different aptitudes. It seeks sense of humor, understanding of the consumer insight, and understanding of the market, playful attitude, sense of music, understanding of art and guts to experiment.

An effective advertisement copy is the one which successfully draws attention of its target audience, creates a favorable attitude towards the product and induces action. A good copy should have the following basic requisites.

It should be brief

Most important criteria for copywriting is the ability to craft short, crisp yet extremely interesting lines. That’s one major quality that copywriters often boast upon the content writers. Since our attention span is getting shorter day by day and readers prefer short, crisp advertisements it’s always recommended to keep the copy short and compact.

It should be simple and clear

Advertisements are means of communication and not means of confusion. So avoid the temptation of writing big, mouthful heavy words for the sake of showing your words prowess. Advertisements should be easily comprehensible, self-explanatory. Avoid ambiguous, incorrect words.

It should be apt

Copy should never be irrelevant to the target audience or the product category. Often the copywriter overlooks consumers or the product and get obsessed with the ambition of crafting award winning lines. An effective ad carries copy which matches with its consumers’ insight, product features and adds panache of creativity. Objective of the advertisement is not to be forgotten.

It should be personal

An effective ad is the one which portrays that it’s just talking to you. It carries personal touch. Words like ‘you’, ‘yours’ instead of a general message addressing all definitely works better.

It should be honest

Often advertising is accused of being manipulative and deceptive. But to remain in the business for a long run companies should always put forth honest and truthful communication. Communication can be wise and playful but not deceptive. It should not leave consumers with a false or wrong idea.

It should conform to the norms

All advertisements are supposed to conform to the standards, rules and regulations set by the advertising council of the country. Morally offending, community or religion humiliating, distasteful advertisement copies are banned all over.

An effective and nicely crafted copy is the backbone of any advertising communication.

Tags: Advertisement Copy, Aptitudes, Attention Span, Big Mouthful, Consumer Insight, Content Writers, Copywriter, Copywriting, Effective Advertisement, Favorable Attitude, Good Writing, Hone, Insight Product, Means Of Communication, Personal Touch, Playful Attitude, Requisites, Sense Of Humor, Target Audience, Writing Skill