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.

Tags: 1950s, , Advertise, , Advertising Copy, , , , , Due Respect, , , , , , Hunter Gatherers, Spree, , , Worthy Goal