COOKING GOOD AD COPY
by Maggie Barber-Jones
YOUR MAIN INGREDIENT
The headline for your advertisement, whether it is in print media, radio, television, or the Internet, is by far the single, most important ingredient. It is the first thing read and it often determines if your potential customers want to keep on reading.
Most all headlines fall into four categories: Benefits, Promise of benefit, Provocative or Curiosity-Invoking, and Targeted or Selective.
If your headline doesn't create excitement to the particular group of prime prospects you wish to reach, the rest of your ad will go unread.
RECIPE FOR A GOOD HEADLINE
There is no real formula for writing a good headline, but there are several factors that should be considered in creating it:
= Make it simple and short, usually no more than ten words.
= Include an invitation to your prospect and/or the primary product benefits.
= Use as often as possible interest-provoking ideas, or call for actions.
= Be very selective with your wording. Aim it at your client.
= Use action verbs.
Remember good headlines often times become the slogan for the company.
MIX IN GOOD BODY COPY
So you have a great headline. Now what? You need some copy! It is here where you can present your case for your product. Follow up and explain how your headline will be fulfilled. What you say here, depends a great deal on your product, the prime prospect and the cost.
Your copy should emphasize the product or service your selling. In a recent ad I created for a pest control company, I created this add and got an overwhelming response:
Headline: Army worms invade lawns in Ponca City Sub-headline: An estimated thousands of dollars in damage
In an effort to make it look like an article in the news, I created an AP look:
Copy: Actual ad copy
PONCA CITY -- Area residents have recently experienced a rash of worms, that until lately have been a farmers' concern. (Note: Creating interest and proof.)
These worms can and do take over and destroy your lawn in a matter of days. They are extremely difficult to detect. (Note: Call for concern.)
"You will need to inspect your lawn thoroughly and keep a close watch on it. These worms have been known to completely wipe out what was once a beautifully manicured lawn to now just bare roots. It's sickening to look at the damage they cause," states Brad Parker of Parker Pest Control.
/-----*Comment*------/
Above, I used a quote from the owner, based on the only information given to me. A quote in the newspaper is like hard core facts to most people. I then go on to get an immediate response a call for action.
/-----*Comment*------/
With immediate treatment you can ensure your lawn and property value will not be destroyed. Parker Pest Control is urging area residents to call if they have a concern about these worms and they will come and evaluate your lawn for free.
/-----*Comment*------/
Needless to say this had a graphic of a person holding a worm, and the response to the ad copy was OVERWHELMING.
/-----*Comments*------/
SPRINKLE WITH PROOF
Part of your body copy should reassure your client that the product will perform as promised. There are a number of ways in which proof can be offered.
= Manufacturer's reputation
= Trial offers
= Seals of approval
= Demonstrations
= Money back guarantees
= Warranties
= Testimonials
Any of these will reassure your client that you are in business and that you do good business.
A DASH OF PERSONALITY
Like people, advertisements have personalities too. Some are fun; some are boring; some create excitement; and some just tell the facts. Most ads end the same way: They ask or suggest readers to buy. After all, that is the main purpose of advertising, right?
= Using Facts
This type of copy deals with reality. Talk about your product: What it is, how it is made, what it does. Facts can be interpreted in different ways, and using some of the suggestions for headlines, use facts in an unusual way of thinking.
= Using Emotions
All good copywriters know the power of emotions. Writing copy using psychological appeals to love, hate or fear has the greatest impact. For example, I created fear in residents in the pest control ad: the fear of losing their lawns.
= Using Comparative Advertising
This is a very popular approach. However, let me stress that mud-slinging should not be in your ad unless you have the money and backing to continue on with it. This approach should only be used if you have an identical product but have made something better or cheaper. Be warned though. Once you start,
you will have what we call great business in the advertising industry: The more you sling, the more your opponent will sling and then you will have to retaliate. Use this approach with caution.
READY TO SERVE
Advertising motivates people by appealing to what they can get out of it. If you have done a good job on your headline and body copy, the last thing you should do is call for action. Ask for the sale. Give them a reason to call your company. Include all ways in which they can contact you.
Take me to the Next Article
© 2000 Maggie Barber-Jones
**Maggie Barber-Jones is the owner of Pentraxx Graphix and Web Design.
Forget the plain jane website design companies. If you want a professional appearing
website, Pentraxx will deliver for you the promise of the web. With her degree in
Graphic Design and plenty of experience as an ad designer and graphic designer for
newspapers in the Great Plains, Maggie is well prepared to build a site for you that
represents your company in a truly professional light.
