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Here are tips on how to write advertising copy that will help produce what you are looking for: results.
SET THE OBJECTIVE
This is the beginning. You can never write convincing copy unless you know what it needs to achieve. A better understanding of the objective helps you coalesce your thoughts and focus your skill. It's just like charting a roadmap to a destination before embarking on a long journey.
BEGIN WITH HEADLINES AND SUBHEADINGS
Headlines and subheadings contain words those are most critical to your message. So choose them carefully. Only an interesting headline makes one read further, so consider it the most vital part of your assignment. Your most important words should appear there. Your headline should give the reader a fair idea of what the remaining copy comprises. If you can, prompt the reader to perform the desired action in the headline itself.
On the other hand, the headline doesn't always have to make sense. You can write an attention-grabbing headline just to make people react. Or to confuse them so that they are forced to think about it. For instance, you can ask a question such as:
"Haven't you always wanted this?"
"What have I always wanted?" the reader will think, and read further.
Avoid writing "Blind Headlines" that reveal nothing about your offer. A headline must stand entirely on it's own merit, without the reader being forced to read on to discover what the headline was meaning. They won't read on
WRITE IN THE LANGUAGE OF YOUR AUDIENCE
Like the HSBC tagline says, "The world's local bank," you have to adopt the local nuances while writing your advertising copy for a region-based audience. It doesn't mean learning a new language from scratch with every consecutive copywriting assignment. You just have to stick to those words and phrases that a population is comfortable with. Nobody has time to learn words in order to understand the benefits of the product or service you are trying to promote.
USE WORDS THAT ARE STRONG BUT STRAIGHTFORWARD
PROVIDE A SOLUTION
We all need immediate solutions, to be frank. If I want to improve the way I live or earn my living, I want to know in simple words whether your product or service can help me achieve that or not, and how fast and at what cost it can be done.
TOUCH YOUR AUDIENCE EMOTIONALLY (I don't mean to say you emotionally blackmail them into buying your product)
Advertising copy is about strumming the emotional strings of your audience. Whether you like it or not, emotions rule the world. Great wars and revolutions are unleashed under the aegis of emotions. Use them, rightfully.
Don't promise the stars if you are selling the candles. Do not make exaggerated claims. Believe me, they do nothing but put off the reader. Sound sincere, be frank, do not patronize your readers unnecessarily and tell exactly what your product or service does for the consumer.
ADDRESS THE PERSON
Talk directly to the person. Use as much "you, your" as you can and use "us, we, I" as little as you can. The reader is not interested in knowing what all your product or service can do. He or she wants to know what all your product or service can do for him or her. Focus on the reader, not on your product.