Techniques for Writing Effective Ad Copy

Ad copy has so many expectations heaped on its shoulders. It has to appeal to consumers and convince them to do something. It must appeal to the consumer's feelings, yet not seem preachy or overbearing. How can anyone write ad copy that simultaneously spurs action on the part of the consumer, and doesn't lead the consumer to feel manipulated?

Unfortunately, there is not a simple equation that works every time. If every ad conformed to a formula, such as Cute Puppy + Clean Carpet = Contented Mom, then machines could write ad copy. Consumers' moods change depending on the media in which they are encountering an ad. Also, an ad aimed at one demographic might fall on its face when viewed by another demographic. What is an ad copywriter to do? First, stop. Take a breath. We'll review the components of good ads, and soon your ad copy will go from talking in monotone to singing right on key.

The Basics of Good Ad Copy

Much is demanded from good ad copy. It must grab the reader's attention, give the consumer the belief that he or she will benefit from the product being advertised, maintain the consumer's interest for a few seconds (easier said than done!) and finally, it must spur the consumer to take action. Let's break it down.

1. Ad copy that grabs attention

Consumers are hit with ads almost from the moment they wake up in the morning until they go to bed at night. Between the radio, Internet banner ads, TV commercials, billboards, and even ads on the doors of bathroom stalls, ad-free time for the typical consumer is rare. Your ad copy must differentiate itself somehow: with a slogan, a color scheme, or a stock character, for example.

2. Copy that promises benefits to the consumer

Whether he realizes it or not, a consumer sees and ad, and if it catches his eye, thinks of some variation on the question, "What's in it for me?" If his conclusion is, "Nothing much," you have lost that consumer's attention. The answer to the question of how your product benefits the consumer might be tangible, such as a free scoop of Ben and Jerry's ice cream, or intangible, such as status or prestige.

3. Copy that maintains the consumer's interest

Eye-catching copy is only valuable in its ability to snag attention. The copy also has to be interesting enough to keep the consumer's attention for several seconds. Once you've caught the consumer's eye, the meat of the copy has the important job of making the consumer believe that reading it is the best use of their time at that moment. That's a lot to ask!

4. Copy that spurs the consumer to action

If your ad is catchy, promises the consumer that it will somehow make her life better, convinces her that reading the rest of the ad is a better use of her attention than watching subway platforms whiz by, it still hasn't done its job if it does not generate action. This doesn't necessarily mean that the consumer will immediately search out and buy the product. That's frequently impossible anyway. But the consumer needs to have enough information about your product stored in her memory that the next time she gets out her iPhone, she thinks how handy your new app would be and purchases it.

Here are a few things to review before writing your ad copy. You may not nail all of these every time, but you should give it your best effort.

1. Know your audience. Write your copy with use of second-person pronouns, so that the consumer will feel as if he is having a conversation with you. Third person ad copy doesn't do anything to establish a dialogue with the consumer. He wants to feel as if it is

him in that hot tub with beautiful women drinking beer.

2. Keep it tight. Don't ramble or include redundancies, such as "ATM machine." Use good verbs. A good action verb can do the work of a dull verb plus a whole string of modifiers.

3. Keep the clichés out of your ad copy. Sure, clichés are such for a reason, but they numb the consumer's brain and convince her to turn the page. You may protest, "But that cliché is what allows me to keep the copy tight and succinct." No. You have an imagination, and you can do it.

4. Proofread your copy. Sure, you're thinking, "Well, duh!" but ad copy that isn't grammatically and stylistically clean is quite common. You don't want your billboard advertising the annual boat and fishing show at the local coliseum to invite "the general pubic." If you don't trust your word processing software to help you with such things, then get someone who has not read your copy to check it for errors.

There is no formula or machine that can crank out effective, clean advertising copy. It requires plain hard work, and it isn't easy, or everyone would do it. Before you tackle the monumental task that is writing effective ad copy, review what you want that copy to do, keep in mind the consumer you want to reach, then establish a dialogue with him that makes him feel that you - or rather, this particular product - addresses his needs perfectly. It's not easy, but when it's done well, it's magic!