 Marketing
Best Practices
Made Ya Look!!!
Effective Advertising Copy
By Dale W. Hutchings
One of the biggest challenges for business people is
writing effective advertising copy to promote their
businesses. Often those who try soon learn it isn’t easy
and quickly turn to a professional copywriter, like
myself, to handle the task for them. However, if you
feel brave and eager to tackle this challenge, here are
ten tips on how to write ad copy that will help produce
what you are looking for: results.
1. Research Your Competition. The first thing I
recommend that you do is research the competition. Look
at their print ads, direct mail pieces, web ads and any
promotional materials you can get. Then ask yourself:
”What can I write about my product or service that is
different from what the competition is saying?” “How
exactly is my company’s product or service different
(unique) compared to other businesses?” Answering these
questions will help greatly in crafting a message.
2. Benefits! Benefits! Benefits! Make a list of the
benefits of your product or service. Then narrow the
list to three, putting them in order of priority. Now
think about how you can weave the most important benefit
into the headline or opening copy line of the ad. That
main benefit is the first thing you want readers to see.
3. Plan To Use At Least One Image…Maybe More. Beyond
clever headlines, what draws readers to an ad will be
whatever image(s) you use. If you glance through a
magazine, what is the first thing that catches your
attention? Nine times out of ten it will be the photo or
art on the page. Therefore, strive for strong images,
with the copy tying into the art as much as possible.
4. Determine Who Your Target Audience Is. In general,
what age range are your customers? What sex? What
occupations are they likely to be in? Once you determine
that, write down why this group would want to purchase
your product or service. Work to integrate those reasons
into your ad copy, if at all possible.
5. Give Them The Facts. Providing positive, proven facts
is a very effective means of advertising. Include them
whenever you can in writing ad copy. Whether it’s
scientific tests, consumer studies or favorable reviews,
if the facts indicate you have an impressive product or
service, let the world know.
6. Be Sure To Include Any Benefits After The Purchase.
Always tell your audience about the support they will
receive after purchasing your product or service.
Perhaps it’s free technical support. Maybe it’s a
special guarantee (e.g., if a customer is dissatisfied
with your product, it may be returned anytime within 90
days for a full refund). Whatever it is, noting such
benefits could make all the difference in someone buying
or not buying your product or service.
7. Create An Added Incentive For Someone To Buy. Many
businesses in a particular field often provide the same
kind of product or service as anyone else in their
industry. Therefore, it is important for you not only to
try to carve a message that conveys how you are
different from the competition (e.g., provide faster
service, have more experience than competitors, etc.),
but also to create an added incentive for them to do
business with you. Examples would include:
• Offering a significant
discount
• Enticing them to participate in a contest
• Donating a percentage of each purchase to a charitable
cause
• Providing free delivery with purchase
8. Develop Ad Copy That
Motivates A Response. Whenever and however you wish to
advertise, you want to create ads that motivate
consumers to respond. You want those responses because
this will allow you to correctly measure how effective
your ads truly are. Some of the suggestions noted in #7
above will help you achieve this goal. However, there
are many others ways of accomplishing this. For example:
• Have them reply to a
toll-free number to purchase your product or service.
• Have them reply to a quick survey in order to take
advantage of a special offer.
• Have them visit your Web site to sign up for free
newsletter or print special coupon offers.
9. Don’t Forget The Power Of Testimonials. There is
perhaps no better way to sell a product or service than
using testimonials. What others say about you and your
product or service is far more convincing than anything
you can write, no matter how eloquent your words may be.
10. When It Comes To Wording: Less Is Better. My final
suggestion is that whatever you write, communicate your
message in as few words as possible. Your goal when
writing ad copy should always be: keep it short, concise
and to the point. Of all the suggestions presented, this
is by far the one most worth remembering. As Cicero once
stated: Brevity is a great charm of eloquence.
Dale W. Hutchings, APR, specializes in “out of the
box” marketing and has more than 30 years of Public
Relations, Marketing and Advertising experience. Known
for his outstanding brainstorming ability, and
excellence as a copywriter and marketing consultant,
Dale has had his own practice since 2001. He can be
reached at
hutch7@verizon.net,
www.dalewhutchings.com.
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