How To Write Effective Advertising Copy

“Whenever I try to do copywriting, it comes out boooorrrring! Same with ads. I can write articles and have no problems keeping the reader’s interest, why can I not do this with copywriting? I don’t want to use hype, but I would like to get their attention.”

First, thanks for the question. And hey – congratulations. You’re in good company, my friend. Look at all the “professional” advertising that winds up in the trash bin – both online and off! Writing good copy is a challenge, indeed. I hope you understand that a single column cannot begin to do justice to the subject. But that won’t keep us from trying!

For starters, when you are writing an article, whatever the subject, you are presenting information. You want people to read and like what you write, get excited and even motivated by what you write. But, when you are writing an ad, you want people to respond in some way – right then and there, request information or, better yet, place an order!

So what is it that makes some ads sparkle and others fall flat? Now here is where I am kicking myself (ouch!) because, if I had the name of the person who raised this question, I would have asked for a sample ad that she/he wrote so we could zero right in on it. Here are some of the things we’d be looking for:

Does your ad stand out? Remember, your ad is one of many that will be seen in the course of any given day. So, what is it that will make somebody read your ad? The ads most like to be noticed are the ones that promote a product, service or idea that can do something for your reader: Solve a problem ... make them feel better ... richer ... SEXIER!!!

Whatever it is that you’re selling, friends, chances are that someone else is selling it, too. Your job in advertising is to get customers to do their buying from you. Your product may not be revolutionary but, in order to stand out, you have to make it seem that way. Perhaps rather than thinking of it as “hype,” you can think of it as just good business.

No, I am not telling you to be dishonest. Just find the way to make your product, service or idea capture someone’s attention. Think about what makes your favorite actor stand out ... a teacher who inspired you ... a song you’ll never forget. Each did something better ... different ... more memorable. And that’s what you want your ad to do – not “hype” in the negative, but the positive sense.

Let’s see if we can’t drive the point home even further. Say you want to sell a an ebook on writing good ad copy. There are, in truth, so many out there to choose from. Would this capture your attention -- “Discover The Secret Of How To Write Good Ads For The Internet.” Did I hear somebody say “been there, read that?” Actually it’s not a bad lead in, but certainly not one of a kind.

How about if we add in something to spice it up: “Are Your Ads Boring Even You? Discover The Secret Of How To Write Compelling Ad Copy For The Internet!” A bit better would you say ... not just a carbon copy of all the others? Now what could we do to make it even more unique. Hmmmmmm ... how’s this:

“Are Your Ads Boring Even You? Discover How My 8 Year Old Daughter’s Tears Taught Me The Secret To Writing Killer Ads ... And Drove My Response Rate Up 92%”

Okay, it’s extreme. But admit it – wouldn’t that have a better shot at piquing your interest amongst a slew of other ads? Perhaps this will help you to understand why so many top e-marketers say “anyone can learn to write a good ad.” It is not about about being clever or knowing how to use big words. Effective advertising can only happen when somebody reads what you write AND then understands it.

A few more items for your ad checklist: Is your ad “you” directed? Be sure to keep the focus in your ad off of yourself and on your customer. Tell your customer how he/she will benefit from using your product, service or idea. And don’t forget your ad’s appearance folks. Is it easy to read? Use capital letters or boldface type for emphasis. If everything is caps or bold, then nothing stands out.

Long copy can work but, in most cases, you want to keep your sentences short and simple. Don’t let your reader’s eye wander! Just be careful when using abbreviations. I’ve seen ads totally thrown off in meaning by not having words spelled out.

Finally for today – and super crucial: Does your ad tell the reader what you want Her/him to do? “Click here now” ... “Send an Email now” ...”ORDER NOW!” What could be more basic? And, yet, you’d be amazed at how many ads forget to do this.

Here’s where I throw in your regular reminder: Don’t forget to spell check and proofread your ad. Misteaks can be embarrrassssing!!!! And those, my friends are today’s last words. Keep your questions coming and make this column really yours! Have a great week.

Phyllis Schwartz is a longtime copywriter with a career background in Direct Mail and Promotional Advertising. Whether you need a sales letter for your home page, keyword optimized web content, articles, emails or direct mail copy, Phyllis is the one to call.For a full menu of copywriting services go to BetterCopywriting.com.

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