How To Create Successful Advertising Copy
Writing effective copy for ads, web pages, sales letters and
other marketing communications isn't difficult when you know
what works. After many years of trial and error I developed a
checklist of 7 "rules" I follow to create successful advertising
copy. These rules apply to writing copy for any type of
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 (leads)? Do you want
to get orders? What action do you want readers to take? How do
you want them to respond? Put your goal in writing and refer to
it often as you develop your message. Everything you write
should directly support this goal. Get rid of anything that
doesn't.
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're 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. The only
thing a customer wants to know about your 1/2 inch drill is that
it's guaranteed to give them a 1/2 inch hole. Keep your ad copy
focused on the benefits you provide.
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. Use word pictures and real life
stories to draw readers into your message.
5. DON'T GIVE THEM ANY 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
any choices. They'll be afraid of making the wrong choice and
will protect themselves by making none. You'll lose sales.
EXCEPTION: Offer many different ways to respond to your ad or
sales message. Customers already know whether phone, fax,
online, etc. is more convenient for them. They're more likely to
act immediately when their favorite way to respond is available.
6. MAKE YOUR BEST OFFER
The offer is the "deal" you're promoting (free information,
special price, free bonus with order, etc.). It's the only
reason people respond to your advertising copy. The stronger
your offer the greater the response you'll 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 understand. It propels
your customer to the decision point with no hesitation. After
you've written your copy, edit it for simplicity and clarity.
Use lots of 1 and 2 syllable words. Shorten sentences and
paragraphs. This is especially important for your web site where
relief is just a click away.
Follow these 7 rules the next time you write new advertising
copy. Use them as a checklist to evaluate your existing ads, web
pages and sales letters. They're a proven formula you can use to
maximize the response you get from all your marketing
communications.