But then there are those ads – those special ads that stand out and make you say, “Hey, that was a really good ad!” For us in ad and copywriting business, that may happen a little more often, simply because we tend to pay more attention to things that interest us. But, when it happens for you, what do you think it is that is making you take notice?

Well an advertisement is obviously an image, coupled with a message (copy). But not all time. Sometimes it’s just an image, other times it’s just copy. But more often than not, it’s a combination. Well, in this article, we’re dealing with Copy aspect. And in my opinion, that’s most important part. But then again, I’m a little biased! Well, anyway, here are some tried and true methods for making sure you have written world-class ad copy that can begin to build Brand Equity.

1)Clarify Goal of Ad Copy. What do you want consumer to do after seeing ad? Do you want them to buy your product, “call now”, go to your website, or send for a brochure? Whatever it is, make sure you know before you even put pen to paper. (or hands to keyboard) The “Call to Action” as it is known in its classic form, is without a doubt one of two most important parts of ad copy. The other is the…

2)Headline! …Headline! Headline! Headline! We’ve heard it a million times – a great headline can make a business rich overnight. And it’s true. The headline is critical. The mission is to reach out to consumer as they are paging through that magazine, surfing web or channel surfing their TV and magically bring them into ad. How are you going to do it? Do a lot of brainstorming before you decide on headline. That will help flesh out idea. When you have right one, you’ll know. It will easily stand above rest.

3)Write like People Talk. This is not a research paper! Not even close to it. This is a conversation with your customer, only it’s written (or spoken) and it’s one-way communication. That is, potential customer can’t ask questions of ad. Or can they? Well, at least not now they can’t, but definitely in future. Great ad copy is persuasive prose that convinces consumer to buy. Write like people talk. You’ll bond with potential customer that much more.

There are a lot of good writers out there. There are even a lot of great writers out there. But a copywriter- a great copywriter, does more than just write. A great copywriter has ability to write persuasively, research facts, and think in terms of “total marketing piece”- because copy is only a part of ad, brochure, website, or flyer.

Many times, they see a business or idea in a new light. They draw out key benefits of your product or service. Ultimately, a great copywriter communicates those benefits with excitement and has ability to create that feeling in consumers mind.

We’ve all read an ad that was so incredibly compelling that it literally made us pick up phone or jump online, and order product. Advertising is science and art of convincing consumers to give up their hard earned money for a particular product or service.

Copywriters really only write for one purpose. To persuade.

They increase your sales and generate sales leads when their ad and direct mail copy persuade prospects that your product is better than competition. A great copywriter is a GREAT persuader.

The best copywriters in business are tireless researchers. Those who become best have an insatiable interest about products, services, new ideas, consumers and advertising. Copywriters are curious people. They study human nature and try and find best angle. They like to uncover new ways to represent a product. They get a rush when they ultimately find unique selling proposition for your product or service. A great copywriter is a GREAT researcher.

Copywriters are creators. They think up compelling ideas and have innate ability to turn them into powerful prose. Copywriters think visually. Many people don’t see them in these terms, but they are artists too—artists of written word. They also think in terms of words. When coming up with a headline, they're simultaneously thinking of an image that will complement copy. Copywriters enjoy working with graphic designers, art directors and creative directors in creating great advertising and direct marketing. A great copywriter has a GREAT ability to think in terms of total marketing piece.

Sometimes trying to find right angle for a product or service can be frustrating. A great copywriter can come into a new situation, quickly assess facts, and see what others cannot. A great copywriter brings a fresh perspective. They have ability to see things in a new light. That’s why a headline that never worked suddenly starts working like a miracle after being changed. Sometimes it’s simple. Other times, it can be a little more complex. Either way, a GREAT copywriter has ability to cast a product or service in right light.