Building Brand Equity one Word at a Time
By Jon Wuebben,
Professional Advertising Copywriter
Monday, May 25, 2005; 11:00am EST
Ah' advertisements, those wonderfully adorable little vignettes
that come to us at all hours of the day, seven days a week, fifty
two weeks a year. Seventy percent of them are ineffective. Probably
more than that actually. And a lot of them can become very annoying.
But then there are
those ads ' those special ads that stand out and make you say, 'Hey,
that was a really good ad!' For us in the ad and copywriting
business, that may happen a little more often, simply because we
tend to pay more attention to things that interest us. But, when it
happens for you, what do you think it is that is making you take
advertisement is obviously an image, coupled with a message (copy).
But not all the time. Sometimes it's just an image, other times it's
just copy. But more often than not, it's a combination. Well, in
this article, we're dealing with the Copy aspect. And in my opinion,
that's the most important part. But then again, I'm a little biased!
Well, anyway, here are some tried and true methods for making sure
you have written world-class ad copy that can begin to build Brand
1) Clarify the
Goal of the Ad Copy.
What do you want the consumer to do after seeing the ad? Do you want
them to buy your product, 'call now', go to your website, or send
for a brochure? Whatever it is, make sure you know before you even
put pen to paper. (or hands to keyboard) The 'Call to Action' as it
is known in its classic form, is without a doubt one of the two most
important parts of the ad copy. The other is the'
'Headline! Headline! Headline!
We've heard it a million times ' a great headline can make a
business rich overnight. And it's true. The headline is critical.
The mission is to reach out to the consumer as they are paging
through that magazine, surfing the web or channel surfing their TV
and magically bring them into the ad. How are you going to do it? Do
a lot of brainstorming before you decide on the headline. That will
help flesh out the idea. When you have the right one, you'll know.
It will easily stand above the rest.
3) Write like
This is not a research paper! Not even close to it. This is a
conversation with your customer, only it's written (or spoken) and
it's one-way communication. That is, the potential customer can't
ask questions of the ad. Or can they? Well, at least not now they
can't, but definitely in the future. Great ad copy is persuasive
prose that convinces the consumer to buy. Write like people talk.
You'll bond with the potential customer that much more.
4) Be Inventive.
How do you make your ad really stand out? How about creating a new
metaphor? That's a tough one. But it has been done. Maybe you can
find a unique way of expressing an idea or concept in the ad. A new
way of approaching an old subject can really bring it to life. This
is also one step that most copywriters forget about.
5) Don't use
Nothing more really needs to be said on that one. Just make sure
they don't creep in.
6) Make Every
This is where ad copywriting really becomes an art form. To make
every word count means that you have to get rid of the fluff and
keep the meaningful words. You'll find when you do this that the ad
will take on a whole new look and feel. But the real impact is made
when it is read. An ad that keeps only the words that count is an ad
that will read very well.
7) Use Short,
Save the long drawn out, adjective filled ones for those term papers
or essays. That's the only place they belong. People are drawn to
copy that is punchy, snappy and to the point. Using the present
tense and the active voice will go a long way to getting you there.
Good ads always use them. You also know it when you see it. And it
always makes a better impression.
8) Use AIDA.
Attention-Interest-Desire-Action. If you remember nothing else from
this article, remember this. With any advertisement, this is really
the 'foundation' on which everything else is built. Quite simply,
it's: Grab the reader's attention, build their interest, create a
desire in them, and make them take action. Of course, it's very easy
to say this is what you need to do. The harder question is 'how do
you do it?' Well think of yourself. What makes you buy something?
After you figure that out, then apply it to the copy you are
9) Write about
People love to know what's in it for them. In fact, they really want
to know what's in it for them! But how many websites or ads have you
seen that just talk about how great the product or service is? The
goal is to express how this product or service will positively
impact your customer's life. The features of the product or the
details about the company are important, but they are second string
to the first string status of benefits. It takes practice, but it
will come. People are just so conditioned to talk about features,
that they forget about the most important part'BENEFITS!
That's it! Nine simple steps to keep in mind when writing that next
world class, award winning ad! And if you really follow all of them,
winning an award could truly be a reality. Because when the right
words come together with the right image, that's when people will
About the Author
Jon Wuebben is a professional Website Copywriter, SEO Copywriter and
Advertising Copywriter with 10 years experience in B2B & B2C
copywriting and marketing. He can be reached at (909) 437-7015, or
online at http://www.CustomCopywriting.com for any copywriting
project you may have or if you would like more articles or a
complimentary Website Copy analysis.
Need a custom newsletter or e-zine article written? Call Jon Today
at (909) 437-7015 or email firstname.lastname@example.org for a
professional Website Copywriter, SEO Copywriter, or Advertising