5)Don’t use Clichés! Nothing more really needs to be said on that one. Just make sure they don’t creep in.

6)Make Every Word Count. This is where ad copywriting really becomes an art form. To make every word count means that you have to get rid of fluff and keep meaningful words. You’ll find when you do this that ad will take on a whole new look and feel. But real impact is made when it is read. An ad that keeps only words that count is an ad that will read very well.

7)Use Short, Snappy Sentences. Save long drawn out, adjective filled ones for those term papers or essays. That’s only place they belong. People are drawn to copy that is punchy, snappy and to point. Using present tense and active voice will go a long way to getting you there. Good ads always use them. You also know it when you see it. And it always makes a better impression.

8)Use AIDA. Attention-Interest-Desire-Action. If you remember nothing else from this article, remember this. With any advertisement, this is really “foundation” on which everything else is built. Quite simply, it’s: Grab reader’s attention, build their interest, create a desire in them, and make them take action. Of course, it’s very easy to say this is what you need to do. The harder question is “how do you do it?” Well think of yourself. What makes you buy something? After you figure that out, then apply it to copy you are writing.

9)Write about Benefits! People love to know what’s in it for them. In fact, they really want to know what’s in it for them! But how many websites or ads have you seen that just talk about how great product or service is? The goal is to express how this product or service will positively impact your customer’s life. The features of product or details about company are important, but they are second string to first string status of benefits. It takes practice, but it will come. People are just so conditioned to talk about features, that they forget about most important part…BENEFITS!

That’s it! Nine simple steps to keep in mind when writing that next world class, award winning ad! And if you really follow all of them, winning an award could truly be a reality. Because when right words come together with right image, that’s when people will magically…and faithfully….BUY!

Good Luck!

The first thing to keep in mind is that a great copywriter is easy to work with. They are experienced in dealing with professionals. It helps to know what can make difference in working with a great copywriter.

First, get your agreement in writing. A written contract is always a good idea, and can prevent difficult situations or misunderstandings from happening in first place. A solid contract outlines work to be performed, fees, due dates, terms and conditions.

Next, always know how much it’s going to cost. Try to get your copywriter to commit to a flat fee before project begins. This way, both parties are protected. Hourly writers should be avoided. There’s no incentive for them to get job done in a timely manner.

Quality copy isn’t cheap. Be prepared to pay for that quality. Great copy is worth its weight in gold, because it can make difference between a product that sells five units, and that same product selling five thousand units. Great copywriters are worth every dollar they make.

It’s also a good idea to have one person- and one person only, appointed to deal with your copywriter. It can be very confusing to have a whole team of people interacting with a copywriter. Conflicting ideas can arise and confusion is usually only outcome. Designate one person to handle all communications.

Great copywriters like to know exactly what they will be writing. Many times, assignments are vague. It’s important to spell out in clear, simple terms, what writer needs to know to do his best work. Sometimes target audience is vague. Other times features and benefits of product are unclear. In addition, a great copywriter needs to know reason for assignment. Is client introducing a new product or service? Are they trying to qualify prospects? This is a critically significant piece of project.

Make sure you give copywriter all background material they need to write copy. Types of things they need are previous ads, testimonials, product brochures, market research, and information on competitors. Having these materials makes project so much easier.

One issue that almost goes without saying, but is also sometimes overlooked is payment. If you’re a professional, one of most frustrating elements of business can be issues around payment, and late payment. If you want to work with a great copywriter, it’s important to make this a non-issue.

Finally, give feedback. Copywriters know all about constructive criticism. It’s a big part of making marketing piece best possible. A great copywriter will always be receptive to it. But more than that, a great copywriter wants to know your feedback. Good or bad. It’s only way to make it better.