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Ad Copywriting: Building Brand Equity one Word at a Time
Author : Jon Wuebben
Ah…advertisements, those wonderfully adorable little vignettes
that come to us at all hours of the day, seven days a week,
fifty two weeks a year. Seventy percent of them are ineffective.
Probably more than that actually. And a lot of them can become
very annoying.
But then there are those ads – those special ads that stand out
and make you say, “Hey, that was a really good ad!� For us in
the ad and copywriting business, that may happen a little more
often, simply because we tend to pay more attention to things
that interest us. But, when it happens for you, what do you
think it is that is making you take notice?
Well an advertisement is obviously an image, coupled with a
message (copy). But not all the time. Sometimes it’s just an
image, other times it’s just copy. But more often than not, it’s
a combination. Well, in this article, we’re dealing with the
Copy aspect. And in my opinion, that’s the most important part.
But then again, I’m a little biased! Well, anyway, here are some
tried and true methods for making sure you have written
world-class ad copy that can begin to build Brand Equity.
1)Clarify the Goal of the Ad Copy. What do you want the consumer
to do after seeing the ad? Do you want them to buy your product,
“call now�, go to your website, or send for a brochure? Whatever
it is, make sure you know before you even put pen to paper. (or
hands to keyboard) The “Call to Action� as it is known in its
classic form, is without a doubt one of the two most important
parts of the ad copy. The other is the…
2)Headline! …Headline! Headline! Headline! We’ve heard it a
million times – a great headline can make a business rich
overnight. And it’s true. The headline is critical. The mission
is to reach out to the consumer as they are paging through that
magazine, surfing the web or channel surfing their TV and
magically bring them into the ad. How are you going to do it? Do
a lot of brainstorming before you decide on the headline. That
will help flesh out the idea. When you have the right one,
you’ll know. It will easily stand above the rest.
3)Write like People Talk. This is not a research paper! Not even
close to it. This is a conversation with your customer, only
it’s written (or spoken) and it’s one-way communication. That
is, the potential customer can’t ask questions of the ad. Or can
they? Well, at least not now they can’t, but definitely in the
future. Great ad copy is persuasive prose that convinces the
consumer to buy. Write like people talk. You’ll bond with the
potential customer that much more.
4)Be Inventive. How do you make your ad really stand out? How
about creating a new metaphor? That’s a tough one. But it has
been done. Maybe you can find a unique way of expressing an idea
or concept in the ad. A new way of approaching an old subject
can really bring it to life. This is also one step that most
copywriters forget about.
5)Don’t use Clichés! Nothing more really needs to be said on
that one. Just make sure they don’t creep in.
6)Make Every Word Count. This is where ad copywriting really
becomes an art form. To make every word count means that you
have to get rid of the fluff and keep the meaningful words.
You’ll find when you do this that the ad will take on a whole
new look and feel. But the real impact is made when it is read.
An ad that keeps only the words that count is an ad that will
read very well.
7)Use Short, Snappy Sentences. Save the long drawn out,
adjective filled ones for those term papers or essays. That’s
the only place they belong. People are drawn to copy that is
punchy, snappy and to the point. Using the present tense and the
active voice will go a long way to getting you there. Good ads
always use them. You also know it when you see it. And it always
makes a better impression.
8)Use AIDA. Attention-Interest-Desire-Action. If you remember
nothing else from this article, remember this. With any
advertisement, this is really the “foundation� on which
everything else is built. Quite simply, it’s: Grab the reader’s
attention, build their interest, create a desire in them, and
make them take action. Of course, it’s very easy to say this is
what you need to do. The harder question is “how do you do it?�
Well think of yourself. What makes you buy something? After you
figure that out, then apply it to the copy you are writing.
9)Write about Benefits! People love to know what’s in it for
them. In fact, they really want to know what’s in it for them!
But how many websites or ads have you seen that just talk about
how great the product or service is? The goal is to express how
this product or service will positively impact your customer’s
life. The features of the product or the details about the
company are important, but they are second string to the first
string status of benefits. It takes practice, but it will come.
People are just so conditioned to talk about features, that they
forget about the most important part…BENEFITS!
That’s it! Nine simple steps to keep in mind when writing that
next world class, award winning ad! And if you really follow all
of them, winning an award could truly be a reality. Because when
the right words come together with the right image, that’s when
people will magically…and faithfully….BUY!
Good Luck!
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