Small Business Advertising - What is Ad Copywriting?

At some point, every business will need to market their services through clever advertising and promotional efforts. One of the most effective advertising strategies is to develop unique headlines and advertising copy that helps a business to succinctly get its message across in a clear and concise manner.

You may have noticed that, when it comes to business, there are many different styles of writing with which you should be familiar, including business plan writing, ad copywriting, technical writing, email marketing writing, and more.

In this article, we will explore what ad copywriting is and what some of the effective elements of ad copywriting are so that businesses can develop effective advertisements and advertising programs. Any financial or business advisor will tell you that effective advertising can help to keep your business strong-even in unpredictable economic conditions.

What Makes Ad Copywriting Successful?

Successful ad copywriting uses creative art and persuasive text to inform and persuade people. It also follows a concept, or platform, that dictates what the copy will say and how it will be said. Well-considered ad copywriting also stays focused in its attempt to meet specific objectives-mainly those that further a company's branding mission. The best ad copywriting features attractive headlines, honest, appealing text, and persuasive calls to action.

Powerful ad copywriting is the engine that drives brand management. Intelligent ad copywriters understand that branding is the end toward which all business efforts should be directed, because a prosperous brand is a tangible asset. Effective ad copywriting, and therefore brand management, communicates a company's uniqueness, and commands sustained business in highly competitive markets.

Outstanding Ad Copywriting Begins with a Headline that Piques Readers' Curiosities

Consider the following example. To promote its 40^th season of guiding kayakers on the James River, Richmond Outdoors is offering free evening kayak tours for children under 13 years of age. This promotion runs all summer, and is presented in a half-page ad that appears in the back of local Richmond magazines. The ad is in color, and features two compelling photographs of local wildlife and laughing kids having fun in kayaks. This persuasive ad's headline reads:

Kids Kayak for FREE at Magic Hour!

Note that the headline's bold and italic effects help to catch readers' eyes, while the term "Magic Hour" maintains their interest. The word "FREE" offers a definite benefit. This headline is simple, but captivating, as it draws readers into the text.

Effective Ad Copywriting Features Body Text that Supports the Ad's Headline

The text should follow through on what the headline offers. Good ad copy is honest, appealing, and customer-oriented. Here's an example:

Richmond Outdoors celebrates the summer of 2010 by thanking

local kayakers for four decades of support.

We invite you to come on down and get

WET!

Bring the entire family for a twilight

paddle between May 1^st and

September1^st and kids

under 13 will tour for

FREE!

The Best Ad Copywriting Ties Headline and Text Together with a Persuasive Call to Action

Here's an excellent example of how a persuasive call to action places the finishing touches on a winning advertisement. In italics, note the extra value featured, followed by an energetic request to contact the business. The ad finishes with its unique brand slogan.

Richmond Outdoors celebrates the summer of 2010 by

thanking local kayakers for four decades of support.

We invite you to come on down and get

WET!

Bring the entire family for a twilight

paddle between May 1^st and

September1^st and kids

under 13 will tour for

FREE!

See otters, owls and deer! All tours are

accompanied by local naturalists

at no extra charge, so call

today to reserve your trip.

804.955.5760

Richmond Outdoors-your James River kayak tour specialists since 1970

Sales. Service. Adventure!

As you develop your business advertising campaigns, what are some of the ad copywriting strategies you can incorporate into your advertisements, emails, Website, and other marketing materials? By using effective ad copywriting strategies, you can effectively reach out to your target market to get your message across-and positively influence your business. Why not get started today! Next time you have a break at work, jot out some ad slogans that you might want to try!