Creating Good Ad Copy
Simply put, an ad should be interesting to read.
This is, obviously, easier said than done, but keep the four basic elements of an ad in mind (clarity, simplicity, impulse to action and intrusiveness), and follow these basic guidelines from advertising copywriters:
- Use an active voice, not a passive voice.
- Use energetic verbs and phrases, not dull or tepid ones.
- Be specific, not general or abstract.
- Use "you"--speak to the customer. You're explaining a desirable benefit to another human being.
- Make your ad no longer than it has to be. And how long is that? As long as it takes to communicate your key benefit to your customer.
- Keep headlines short.
Excerpted from Knock-Out Marketing: Powerful Strategies to Punch Up Your Sales
Entrepreneur Editors' Picks
-
These Co-Founders Are Using 'Quiet Confidence' to Flip the Script on Cutthroat Startup Culture and Make Their Mark on a $46 Billion Industry
-
My 7-Year-Old Daughter Started Selling Eggs. Here's What She Taught Me About Running a Startup.
-
Why You Need to Become an Inclusive Leader (and How to Do It)
-
Career Transitions You Can Make in Your 40s and 50s
-
Billionaire Naveen Jain Is an Expert at Disrupting Fields He Has No Experience In. His Secret Sauce for Building Multi-Million Dollar Companies? 'You Have to Come as Naive.'
-
4 Principles to Develop Next-Level Leadership at Your Company
-
This Filipino American Founder Is Disrupting the Beverage Aisle by Introducing New Flavors to the Crowded Bubbly Water Market