If you’re taking out a quarter to full-page advertisement in your local newspaper, you’re going to have some room to play around with a paragraph or so of copy. However, for a Facebook or other online ad, your copy will be limited to a sentence or so. Either way, when you’re writing an ad, every word counts. Being too vague or wordy will cause people to skim your advertisement instead of pausing to read it, so the same writing tenets apply no matter what type of ad you’re writing.
For example, if you’re selling a service that allows people to self publish their books, you’ll want to use language that sounds writerly and elegant. That way your target audience - people who have written books they want to publish - will know they would be in good hands with your company. If you’re selling a product that appeals to a younger crowd, like a new type of candy that makes your mouth turn rainbow colors, lose the formality and use language that’s familiar to your target audience - kids who want to spend their allowance on candy, or who could influence their parents to buy the candy for them.
People riding the subway, scrolling through Facebook or flipping through a magazine have hundreds of little pulls on their attention. How can you cut through all the noise and make them focus on your product? Think of a headline so compelling that it essentially forces the person reading it to pay attention. Your headline could be something shocking, strange, emotionally compelling, or exciting - it doesn’t matter, as long as it grabs the reader. For example, Write something mysterious: Don’t be happy, be terrified. Write something people can’t pass up: Get 75% off a ticket to Paris. Write something emotional: She has 2 weeks to live.
Remember that every word counts. Your bridge language needs to be just as compelling as your headline, because there’s still a good chance you could lose people before they get to the end of your ad. Touch on the major benefits your product will bring the consumer. [5] X Research source Your bridge should contain your strongest selling points.
Nostalgia can be an effective tool to capture people’s hearts. For example, We use the finest heirloom peppers to make hot sauce as good as Grandpa’s secret recipe. Playing to people’s health concerns can also work well: You’re doing the hard work - quitting. Let us help you get your life back. Don’t forget to include the name of your company and your product somewhere in your copy.
It’s common for ads to include a straightforward directive, like Call 555-5555 for more information. You could also just list your website, and people will know to go there to buy your product.
Once you’ve pinpointed what makes the ad bad, think about how you could make it better. Rewrite the ad to make it more effective. Take a look at effective ads, too, and try to determine what makes them great.
Don’t be too stiff - you want your audience to feel accepted and understood. Don’t be too friendly, either - you could come off sounding fake.
Since your ad will be short, make it very specific. Don’t use vague language and get to the point right away. Use short sentences instead of long ones. Longer sentences are difficult to take in in a short period of time. Play with your copy so that you say what you want to say in as few words as possible. It’s not necessary to use complete sentences, as long as your message gets across clearly.
Choose a quote from a well-respected customer, if possible. For example, if you’re selling a health product, use a quote from a doctor or another health professional. If you’re short on space, you can always put testimonials on your website instead of using them in your ad.
The image or video you choose is just as important as the copy you write - if not more important. Choose graphics that compel your readers on an emotional level and make them desire your product.
