What does your advertising need to do?
Ad copy must get attention and engage the audience so they see, hear and internalize the message. Ultimately, ad copy convinces the audience to try or buy a product, act in a certain way, inform or change their opinion about an organization, a product or an idea. How that ad copy stands out depends on the communications medium in which it appears, as well as the skill of the copy writer and the purpose for which it is written.
Instill Immediacy
You're advertising because you want people to do something now, not later. So, you must give them a reason. If the offer is only good for 36 hours, then your copy must proverbially "tic-tock." If you're the only place in town to get the football jersey for the new quarterback, then the message must indicate that.
Will It Be Seen---or Heard?
Strong ad copy depends upon the medium. Television, radio and online webinars require simple, direct content and fewer syllables. Words that will be seen must pack a visual punch. Get too wordy or use long words, and you'll lose your audience. When writing online copy, remember that shorter paragraphs are better.
Don't Talk Down to the Customer
Respect the customer. While ad copy can be generational, write honestly, directly and clearly. They're not idiots. Don't exaggerate. If your widget won't solve global warming, but will save people money on their electric bill, then say so.
The World--and Your Ad Copy--Is Mobile
We're moving at the speed of time itself. Be brief. Be concise. Focus your words and don't try to be all things to all people. Today's mobile mediums give you only so long for consumers to see your ad copy before it gets lost in the thousands of messages bombarding them daily. Using key words and phrases in headlines and copy is the fastest way to ensure that your message reaches the top of the search engine pile.
Don't Bore People--Grab Them Emotionally
People buy, believe and act based on their emotions as well as their logical mind. Give them a "reason why" in the ad. Give them emotional or aspirational hooks. You have only a short time to turn a vague "want" into a must-have "need."
Give Them More Than One Opportunity to Respond
Today's preponderance of online ad messages has taught us that people need more than one opportunity to explore your offer. Give them two or three, and you'll improve your open rates.
Relevance Helps People Recall Things
Big-time marketers test their advertising copy for things like aided and unaided recall, flow of emotion, key message retention and brand voice. They know people respond to ad copy that speaks to things they care about. This is only going to increase, as advertising return on investment (ROI) models move to online mathematical models.
