Selling is made easier with good advertising.
No matter how great a product is, customers are not going to make the decision to spend their money on it without being given a good reason to do so. Advertising is essential in promoting a business and letting the public know it is out there. Simply writing an ad for something is not a guaranteed recipe for success. Those who excel in writing ad copy follow a variety of rules and techniques to get the best results.
Avoid Formal Writing
When writing ad copy, remember to focus on persuasive language, not technical language. Your goal is to generate interest in a product or service, not to draft a business contract with a client. Make sure you reach out to the average reader; avoid using any terminology that may confuse someone unfamiliar with the advertised product. Your ads need words that are both clear and compelling to the reader.
Focus One Benefit
Don't overwhelm your reader by packing every single benefit of the product inside tiny ad space. Take a more refined approach and focus on bringing out one individual benefit you feel is most useful to potential buyers. This benefit becomes your principle selling position, and creating one for every ad you write is crucial. Ask yourself what your service provides that other services do not and highlight it so your ad stands out from the competition.
Read Other Ads
Before you even make an attempt at writing ad copy, take some time to brush up on techniques that have already achieved success. You will learn a lot about advertising just by reading through the work of others. If you are attempting to write ad copy for cosmetic supplies, for instance, study the ads written for the most successful lines of cosmetics to see what works best. While you want to make sure your ad copy is original, you may develop new ideas or gain valuable insight by reading other advertisements.
Speak Directly To Targeted Readers
Determine what your most likely audience is and write specifically for them. Depending on the product or service you are advertising, your biggest customers may fit in certain demographics, like teenagers, seniors, men or women. If you are selling hair restoration products, for example, you are primarily speaking to adult males. Knowing this information before writing your ad copy allows you to direct your words precisely to that group of individuals and appeal to them based on their preferences.
