How To Create Successful Advertising Copy

copyright 2004 Bob Leduc

Writing effective advertising copy for ads, web pages, sales letters and other marketing communications is not difficult when you know what works.

After many years of trial and error I developed the following checklist of 7 "rules" for creating successful advertising copy. These rules apply to writing copy for any type of sales or marketing communication.

1. Define the Goal of Your Message

Define what you want your message to accomplish before you begin writing. Do you want to generate inquiries (sales leads) from prospects who want more information or do you want to close sales directly?

Also, determine what action you want the readers to take after seeing your message ...and what method (or methods) you want them to use for responding.

Put your goals in writing and refer to them often as you develop your message. Everything you write should directly support this goal. Get rid of anything that does not.

2. Know Your Audience and What They Want

Maybe everybody CAN use what you sell. But one targeted group WILL be most likely to buy it. You can discover that group by defining the characteristics of your best customers.

Once you know your audience and what they want you can personalize your writing to appeal to their specific interests.

Tip: Advertising copy produces the biggest response when each reader can believe the message was written specifically for them. As you write, visualize you are writing to one person instead of to a large group of people. This will help you write in a less formal and more personal style.

3. Appeal to Their Self-Interest, Not Yours

Customers don't care about you, your product, your company, or your professional qualifications. They only care about the benefit they get from buying your product or service.

For example, the only thing a customer wants to know about your 1/2 inch drill is that it is guaranteed to give them a 1/2 inch hole. Keep your ad copy focused on the benefits you provide.

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4. Make an Emotional Appeal, Not a Logical One

Your ad copy should dramatize the feeling your customers get while enjoying the benefits provided by your product or service. Get them emotionally involved so they want to start enjoying those benefits immediately.

Tip: Use word pictures and real life stories to draw readers into your message.

5. Avoid Choices

You may spend a lot of time writing your sales message and getting it "just right". Unfortunately, your prospects will rush through it and make a fast decision. Don't slow them down with unnecessary choices.

Also, some may be afraid of making the wrong choice. Therefore, they will protect themselves by making no choice (not responding to your message).

Exception: Offer many different ways to respond to your ad or sales message. Customers already know whether phone, fax, online, etc. is most convenient for them. They are more likely to act immediately when their favorite way of responding is available.

6. Make Your Best Offer

The offer is the "deal" you are promoting (complimentary information, a special price, a bonus with order, etc.). It's the only reason people respond to your advertising copy.

The stronger your offer the greater the response you will get. Always include the best offer you can afford - and a reason to act fast.

7. Simplify Everything

Simple, clear copy is easy to read and easy to understand. It propels the reader to the decision point with no hesitation.

After writing your copy, edit it for simplicity and clarity. Use lots of 1 and 2 syllable words. Shorten sentences and paragraphs.

Tip: You can shorten long sentences and paragraphs by dividing them into 2 or more separate sentences or paragraphs. For example, I originally wrote this article as 18 long paragraphs then divided some to produce these 28 short paragraphs. Now the longest paragraph is only 5 lines.

Follow these 7 rules the next time you write new advertising copy. Use them as a checklist to evaluate and improve the effectiveness of your existing ads, web pages and sales letters. Following these 7 "rules" will maximize the response you get from all your marketing communications.

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Bob Leduc is a Sales Consultant with 30 years experience in generating low-cost leads. He recently wrote a manual for small business owners, "How to Build Your Small Business Fast With Simple Postcards", and several other publications to help small businesses grow and prosper. For more info: mailto:BobLeduc@aol.com