Current IT field related information

19 Jul 09 How to Write an Advertising Copy

I cannot remember the exact year, but sometimes around 1950s, advertising officially kicked off. Many business historians will not argue that one or another form of advertising has always been there, since the beginning of history, or may be before. With all due respect to them, I do not think, there is any need to go on link-finding spree. Apart from ego polishing, what we will get by establishing the claim that advertising started long back when we were hunter-gatherers?

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.

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08 Apr 09 Leadership 2.0: Leader or Manager?

The term 2.0 sounds quite familiar, isn’t it? Not only the term 2.0 is similar to the one that you have known all along but the use of this term in this context is also done in the similar vein. The web got 2.0 attached to its name after the debacle of the early 21st Century Internet. The new name, Web 2.0 became symbolic of all the changes that were forthcoming.

A similar need has risen in the wake of the current corporate fiasco. This time the reason for the failure is the greed and shortsightedness of the corporate executives, of the managers who run the company and the world economy under the disguise of inspirational leaders. Their greed and focus for short term profit led the whole world to the economic crevasse, a crevasse so deep that coming out from here is very tough and will require the strength of character that is lacking in today’s’ business executives, and even if we come out of this crevasse and the economy revives, the world will never be the same again. The base has already shifted, and now an altogether different type of management style is needed to run business; now we need some truly inspirational business leaders who can pull us single handedly out of this fissure.

If the time is good, movement is easy, and when we do not need to exert ourselves to move ahead then we need someone just to look after the entire process, and to point out if something goes wrong, which rarely does. In such times we need a manager, who does not need to be inspirational or charismatic, he should only be diligent.

But, if the time is not favourable, and things started falling apart, these managers render themselves useless. In situation like these we need true leaders. The leader who can pull even the last one of us out from the deep crevasse we are stuck into by the sheer strength of his character. In such situations, we need someone to inspire us, someone to motivate us and instill the lost self belief in us. This is not the time, when dictating task and measuring the performance records will fetch any result. These tools were made for the time when things were normal, not for the time when everything has fallen apart. They will not be of any more use, but unaware of these facts today’s business managers are continuously using the same set of tools, which led them to this disaster, and the more they use it the deeper we fall in the trench.

This is the time when a fresh thinking is needed to assess and deliver the solution that was never heard of before. We need to understand that we cannot solve the problem with the mindset in which the problem was created. We need to shift the paradigm, we need to do away with the managers and their old way of thinking, and replace them with visionary leaders and their innovative ideas. We need to look for the leader who has a deep understanding of the situation and who is not scared of trying new things. We do not need those pretentious “been there done that” managers, rather we need an honest leader who accepts that he has not been through everything, and one who has the courage to accept that he doesn’t know the solutions to all the problems, but still he believes that if we work together we can get out of this economy crevasse. This is the style of leadership, which is needed. We need Leadership 2.0 to solve our problems. Like Web 2.0, Leadership 2.0 should also stand for every change that is forthcoming.

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