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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!
Jon Wuebben is a professional Website Copywriter, SEO Copywriter and Advertising Copywriter with 10 years experience in B2B & B2C copywriting and marketing. He can be reached at (909) 437-7015, or online at http://www.CustomCopywriting.com for any copywriting project you may have or if you would like more articles or a complimentary Website Copy analysis.