Advertising copy
is supposed to sell. The goal sounds simple, but advertising copywriters all experience frustration when ideas don't come readily. Yet when the creative spark arrives, it's like magic. Follow these steps to write great advertising copy.
Instructions
1. Know everything there is to know about what you're selling. Whether it's a product or service, you have to know what it does to sell it.
2. Meet your target audience. Determine who benefits the most from the product you're selling. Look at gender, age and income range. Use the demographic information at your disposal to create the target customer. Write specifically to this imaginary customer.
3. Brainstorm, and then brainstorm some more. Nothing is as frightening as a blank page, so fill it instead. Free associate about your product and the customer. Write down every little idea, no matter how dumb or silly. Don't censor yourself. Bounce ideas off of other copywriters. List key features and features that the competition doesn't have.
4. Take a break and do something else. Your mind is filled with thoughts and ideas. Give them time to stew. Great ideas often lurk in your subconscious, refusing to make an appearance until you're doing something else.
5. Return to the ideas from your brainstorm session. You'll probably cross off many ideas from the list. Play with the remaining ideas. Visualize an end result that grabs the consumer's attention. See if you can tie your idea to an upcoming holiday or event.
6. Clean up your copy. Get rid of all unnecessary words. Advertising copy doesn't need complete sentences. Aim for a clear, succinct message that catches the eye of a customer and motivates him to do something. Successful advertising often makes an emotional appeal.
7. Test your advertising copy on others. Choose people who give honest feedback over those who want to please you.
