Write Your Own Killer Ad Copy. Part 2


Another nice thing about writing ads is that you can write them the same way you speak. You don’t talk in perfect grammar, so where ads are concerned, you don’t have to write with perfect grammar. Of course, you shouldn’t butcher the language, but you can use short, choppy sentences or incomplete sentences. You can also leave out punctuation marks, such as periods or commas. And, you can use ellipses …, {brackets}, ALL CAPS, small caps, bold, or italicize and underline points of interest, and use various types of bullets (* * * ) to highlight your points. All of these emphasis tools catch the reader’s eye and tell the reader that these things are important today attention to. All of these tools catch the reader’s eye. Plus, they tell the reader that these things are important for them to read.

You can also use cliches in ad copy. Remember, I said to write like you speak, and people speak in cliches. Readers will remember your ads much better if they can link your message to something that is already familiar. For example, if you’re trying to convince people of the physical benefits and changes of the exercise programs you offer, some cliches you can use are, “develop a hard body,” “eat right to fuel your machine” or “exercise will keep you from blowing your top.” All these phrases are familiar enough to readers that they create a picture in their minds about what you actually mean. This visual association links you and your ad to something they’re already aware of, so you’ve “broken through the clutter” and penetrated their mind in a way that allows them to identify with you.

Another thing you should do with your copy is to use repetition. Repeat your important points as often as you can; as often as space will allow. Repetition keeps the reader involved. Repeat your benefits in the headline, in the first one or two sentences of the ad, in the body copy and again at the end.

Call to action

Now you’ve produced a great ad with killer copy that is truly salesmanship in print. Don’t mess it up by leaving out one of the most important elements of your ad — your call to action.

The call to action tells people what they should do next. They must call you, come in to see you, send in a coupon, mail in a business reply card, or do something that makes them contact you. Your advertising must motivate these people to do business with you.

Print your call to action in big, bold letters. Separate and write the phone number large enough so everyone can clearly read it. Make your address (location) so conspicuous that the reader can’t help but “trip over it.”

Tell the reader what to do next, how to do it and by when it must be done. You increase the effectiveness of your advertising simply by placing a termination date on all your ads. It creates a sense of urgency in the reader and moves them to action.

One last point about your advertising, and it really has nothing to do with writing killer ad copy. Put a code on each of your ads. This code, or key, tells you where you placed the ad so you can track the number of responses. Every advertiser must know how much their ads cost, the size of the response generated by those ads, and the revenues each ad produced. If you don’t code your ads for tracking, you won’t be able to evaluate their effectiveness.

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