7 Tips for Getting a Bigger Response from Your Ad Copy Drawing in more customers isn't hard – if you follow this smart advice from an advertising expert.

By Craig Simpson

Opinions expressed by Entrepreneur contributors are their own.

Portra Images

The following excerpt is from Craig Simpson's The Advertising Solution. Buy it now from Amazon | Barnes & Noble | iTunes
Whether he was writing copy for direct mail or print advertising, advertising legend David Ogilvy had some tricks up his sleeve that worked well for influencing people to buy the product he was selling. These seven techniques can work for any kind of promotional writing today, offline or online and will help you write more effectively and get a bigger response.

Related: 8 Laws for Writing Copy That Sells

1. Readers read ads as individuals, usually while they're by themselves. So don't address them as though they were a crowd in a stadium. It makes you seem cold and distant, when your aim is to be seen as a trusted friend. It also makes the reader's attention flag. As you write your copy, think about the one person you're "talking" to. Pretend you're in a one-on-one conversation with that single reader, presenting information on what you're offering, "one human being to another, and second person singular."

2. You can't bore people into doing what you want them to do. You can only interest them into doing it. So hold their interest by writing short sentences arranged in brief paragraphs. Don't use difficult words. If you're not sure whether a word is too difficult for the average person, Ogilvy suggested you take a bus trip to Iowa, talk to a farmer for a week, then come back by train and talk to your fellow passengers. And then, at the end of that time, see if you still want to use that word. There may be something dated in the way Ogilvy described this fact-finding adventure, but the advice is still valuable today. Listen to the people you want to appeal to, and then address them in language they understand and can relate to.

3. Don't write essays. That means don't wax philosophic or get too theoretical. Your copy should tell your readers exactly what your product or service will do for them and how it will improve their lives. Make sure your copy is filled with specifics that make it easy for readers to picture how they'll personally benefit from using what you're offering them.

4. It's always a great advantage to be able to write copy in the form of a story. An example Ogilvy gave was the hugely popular ad for Zippo lighters that used the headline: "The Amazing Story of a Zippo That Worked After Being Taken from the Belly of a Fish."

Related: 6 Lessons From the Legends of Advertising

And, of course, there's that classic John Caples ad with the headline: "They Laughed When I Sat Down at the Piano But When I Started to Play!"

Not only do stories like these grab your prospects' interest, but people also remember stories, which can carry the influence of the ad (or the website copy or the blog) beyond the initial reading. Just make sure there's a strong connection between the story and the product so that remembering the story automatically brings up an image of the product.

5. Avoid using analogies and superlatives. People often misunderstand analogies, especially if you don't have their undivided attention. For example, if you show a picture of a Rembrandt and say, "Just as a Rembrandt portrait is a masterpiece, so too is our product," many readers will think you're selling Rembrandt prints. If they're not interested in buying a Rembrandt, they may not even read the rest of the piece. And superlatives ("We're simply the best in the world!") convince nobody.

6. If you have testimonials from happy customers, be sure to include them. Many great ads are built around a heartfelt testimonial, but be careful because testimonials from celebrities have been known to backfire. People will often remember the celebrity but forget the product. If you get a great testimonial from someone similar to your target audience, it can do a good job of strengthening your sales pitch.

7. In general, longer copy is more effective than shorter copy. Split-run tests invariably find that longer copy outsells shorter copy. But again, you must make sure the copy is interesting or no one will read it.

Related: 18 Things Testing Your Ads Can Teach You About Effective Advertising

Ogilvy was a master copywriter with many successful campaigns, so if you're looking to judge the quality of the marketing information you're about to send out, be sure to look at it from the perspective of his advice. Ultimately, however, the final determination of the quality of your copy is how well it sells your product to your target audience, and you'll only know that once you get it out into the marketplace.

Wavy Line
Craig Simpson

Author and Owner of Simpson Direct, Inc.

Craig Simpson has managed thousands of direct mail campaigns and grossed hundreds of millions in revenue for his clients over the past 15 years. Simpson is the owner of Simpson Direct Inc., a Grants Pass, Oregon-based direct marketing firm, and a respected speaker/presenter on the topic of direct mail. He is the co-author with Dan S. Kennedy of The Direct Mail Solution. He blogs at http://www.simpson-direct.com/blog/.

Editor's Pick

A Father Decided to Change When He Was in Prison on His Son's Birthday. Now His Nonprofit Helps Formerly Incarcerated Applicants Land 6-Figure Jobs.
Lock
A Teen Turned His Roblox Side Hustle Into a Multimillion-Dollar Company — Now He's Working With Karlie Kloss and Elton John
Lock
3 Mundane Tasks You Should Automate to Save Your Brain for the Big Stuff
Lock
The Next Time Someone Intimidates You, Here's What You Should Do
5 Ways to Manage Your Mental Health and Regulate Your Nervous System for Sustainable Success

Related Topics

Business News

'I Am Just Floored': Woman Discovers She Won $1 Million Lottery Prize While Checking Her Email at Work

Initially, she thought the email was a scam, but went to lottery headquarters and walked away with a six-figure check after taxes.

Business News

Amazon Might Soon Be Adding Ads to Prime Video

The company wants to generate more ad revenue for its streaming service.

Business News

South Park Creators Spent 'Infinity Dollars' Renovating Iconic Colorado Restaurant, Set to Reopen Soon

Casa Bonita, a long-time favorite of South Park creators Trey Parker and Matt Stone, went bankrupt during the pandemic. The duo purchased and painstakingly renovated the Mexican spot "like a piece of art," Stone said.

Business News

'I'm Not a Very Good Businessman': Kevin Costner Is Risking a Ton of His Own Money on New Project

The "Yellowstone" star discussed how he bankrolled his new epic movies — and his accountant isn't happy.

Business News

'I've Got the Bug for Business': See All of Mark Wahlberg's Entrepreneurial Endeavors, From Marky Mark and the Funky Bunch to Wahlburgers

Mark Wahlberg owns businesses in several categories, including entertainment production, apparel, fitness, and nutrition.

Management

Why Every Employee In Your Company Should Have Communication Training

Whether you are a seasoned executive or simply starting your professional journey, investing in communication training is an investment in yourself that will pay dividends throughout your career. Embrace the power of effective communication and watch as your professional opportunities flourish.