Advertising Copy

How to make it work

When writing advertising copy, keep in mind these three key tips:

1. Start with a good headline
   

   The headline is the most important part of an advert. It is the first thing a person will read – and if it is bad it is the last thing they will read! Its objective is to get people to read the rest of your ad.

   The headline should be about your reader, not about you. Avoid using your company name in the headline – as this is not really of interest to your reader. Consider the two following headlines:
   

   • PJ Howard – Solicitors since 1957
   
   
   • What value would you put on peace of mind?
   
   

2. Make your copy appealing
   

   While the headline is to get your readers to read the rest of your ad. The main objective of the copy is to make the reader buy from you. If it fails to do this, you are wasting your money.
   
   

   • Create a strong hook - For advertising copy to work effectively there has to be a strong ‘hook’ which will attract readers to read the advertisement in the first place and then act on the message. There is very little time in which to achieve this reaction and therefore your message must be simple, clear, relevant and strong.
   
   
   • Keep the copy personal and relevant to the reader. Focus on their needs, wants and fears.
   
   
   • Sell the key benefits. - Nobody will buy from you unless they understand the benefits of what you are selling to them. You may be a family business which was established in 1910 in state of the art offices but, from a consumer’s point of view, does that really matter? If you don’t tell them quickly what’s in it for them, you will lose them.
   
   

3. Remember AIDA
   

   There is a classic formula which is worth bearing in mind when developing your advertising copy:
   

   • Attention – your advert must grab the attention of your target audience
   • Interest – the message in your advert must be of interest to your target audience
   • Desire – your message must create a desire within your target audience for the product or service you are offering
   • Action – your advert must contain a call to action with a simple method of responding

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