When you are first learning to write effective copy for advertising, you will most likely find that there is a lot of advice out there. However, it can be difficult to know what is the best approach for you as a copywriter, especially if you are just starting out.
The following are some of the top tips for writing effective ad copy for the public:
Focus On One Topic
Make sure that your ads focus on one topic and that it is something that will interest the audience you are aiming at.
When a reader comes across an advertisement in a magazine or on social media, they will usually scan it quickly to see what the ad is about. If they see a series of unrelated images or text with no clear call-to-action, they could become distracted and possibly end up leaving the page/post before the ad has even had a chance to speak to them.
The topic of your advertisement should be relevant to the audience you are targeting. For example, if you are marketing a business that provides IT support, your advertisement may highlight the benefits of using X technology. This may help your target audience understand what your business does and how it can benefit them.
Use The Subjunctive
One of the most effective ways to write engaging and convincing copy is to use the subjunctive. When you use the subjunctive in a sentence, it implies that there is another action or event that the listener/reader would understand or agree with.
For example, let’s say you are writing an ad for a vacuum cleaner brand and you want to write something like, “The best vacuum cleaners are…”, but you actually mean, “The best vacuum cleaner is…”. By using the subjunctive, you can write an effective advertisement that will engage your reader/listener.
When you use a verb in the subjunctive, the listener/reader will assume that you are either uncertain or guessing about what information to provide. This can encourage your listener to seek more information about the product/service you are advertising. For example, if you are writing about an iPhone and you want to write about its various styles, you could say, “I think the best style is the silver one because it is the most luxurious one.” This is an effective way to introduce the reader to a new product and encourage them to try it out.
Describe The Product
When writing copy for advertisements, you will often be asked to write about the product you are advertising. However, it is important to understand that while you are describing the product, you are also implicating or hinting at something else.
For example, let’s say you are marketing a weight loss product and your product description reads, “The best weight loss supplements for the most effective results are…” You are not only describing the product but you are also implying that the product you are talking about is not the ordinary weight loss product you might describe in ordinary circumstances. Instead, your product is special and it will help the reader/listener lose weight more effectively. When writing about a dietary product, the last thing you want to do is to bore the reader/listener by describing how the product works in great detail. Instead, you should use the product description to hook the reader, get them interested in what you have to offer, and make them curious about your product.
Now, a wonderful thing about using the subjunctive is that it allows you to avoid using the word “no” a lot. Instead of saying, “The best vacuum cleaners are…”, you could say, “Some of the best vacuum cleaners are…”, or, “There are a number of great vacuum cleaners…”, or, “There is no denying that vacuum cleaners…”, all of which imply that you are open to the idea of there being other, better vacuum cleaners.
Of course, you need to be careful with how you word things. You don’t want to come off as though you are guessing or assuming about what your audience might want or need. However, using the subjunctive can be a great way to write effective copy for advertising. If you want to learn more, here are a few more examples of how you can use the subjunctive effectively:
Customers Are King (or Queen)
While we are on the subject of writing effective copy for advertising, let’s discuss one more thing that can help you write better ads. Studies show that the single most important factor influencing a consumer’s purchasing decision is the customer experience. Now, what does that mean? It means that the better you are at providing a pleasurable and engaging customer experience, the more likely your customer is to buy what you are selling. Furthermore, creating a memorable experience is an art form in and of itself, and it can be used in a number of different ways to benefit a business – from creating an identity to driving sales.
Back to our example, let’s say you have written an ad for a vacuum cleaner brand and the ad has been successful in engaging the audience. In order to continue engaging with your audience and hopefully get them to purchase your product, you need to provide further value to them by continuing to offer exceptional customer experience. What does that mean for you as a copywriter? It means that you should be thinking about what else you can do to make their experience with your company special. One way of doing that is by inviting them to a special event or outing that your company offers. For example, if you are a dental practitioner, you could write an ad offering free consultations to new patients. This could be followed by a direct invitation to book an appointment or a phone call to set up a consultation. That sort of personal engagement will likely prove more effective than any dry detail about your product.
Avoid Tricky Situations
While we are on the subject of writing effective copy for advertisements, let’s discuss something else that can help you write better ads. One of the most common things you will encounter as a copywriter is tricky circumstances. For example, how can you write something that will convince people to buy an RV for their self-employed retiree or how can you write something that will encourage people to buy a new car for their teenage daughter who just graduated from high school?
When it comes to writing effective copy for advertising, you will inevitably be asked to write about difficult issues. However, that does not mean you have to write about tragic or overly complicated stories. Instead, you can use your literary skills to write about the issues that matter to you and your audience. For example, if you care about social justice issues and you see that an RV is a symbol of self-sufficiency and independence, you could write an article about how people with disabilities can enjoy that independence and how much it means to those who care about these individuals.
The point is that you can always find a use for your literary skills. Your audience will thank you for using your creative mind to solve their problems, and you will have provided value to them in the form of insightful content.
As you can see, there are many different ways that you can use the skills you have learned to write effective copy. Now, it’s time to put your newfound knowledge into practice and start writing ads for real!