Words is the most powerful tools in the world of marketing. Use of correct words for a particular product always converts the customers to take necessary action. Copy plays the most important roles here. But the question is, what is an advertising copy and why is it so important for marketing? To answer this question we need to know the definition, objectives, purpose and techniques of writing a good copy and explore the previous impact of it on our marketing industry.
The Definition of Advertising Copy
In a nutshell, an advertising copy is a group of words or a phrase that highlights the core information of a specific product, service or idea. It can come in a form of tagline, persuasive sentence or a detailed paragraph with the purpose of selling the product or service to its dedicated customers.
When you think of an ad copy, you find it as the backbone of any marketing platform- print media, electronics media or digital one. It certainly goes beyond words, it is the most creative method of writing that persuades the users to buy the products or change their views about it.
The Objectives of an Advertisement Copy
There can be so many objectives of an ad copy but the main one is persuasion. It is the art of writing that engages the target group with information, conviction, conversion, and action. It’s not only selling a product but to acknowledge the needs of customers, bring solutions to their problems and convince them that the product would improve their standard of living.
In a simple tone, an advertising copy is the creative form of writing that has the power to achieve the marketing goals. Whatever you have to sell or offer, the copy is crafted to make it happen in reality.
Importance of Good Advertising Copy?
Only writing a few words correctly doesn’t make a good copy. It is equally necessary to write it in the right way. The best copy not only narrates the story, it shows. It helps to create emotional connections and leads to conversion. Again the question is what are the specifications of a good ad copy?
Here it goes:
- Clear: The best copy must be simple and clear to understand. It delivers a clear message without creating any confusion. Every single written word serves a purpose.
- Concise: In terms of copy, less words means more power. A copy with few punchy and catchy words delivers the message in a more clear way.
- Credibility: A good copy never delivers any wrong information about the product. It presents the product in an honest, good and emotional way so that the audience gets the real picture.
- Compelling: A good copy consists of powerful, user friendly, catchy, humorous words. It grabs all attention and soon it becomes word of mouth.
- Take Action: A good copy always pursues its consumer to take the necessary action like “Buy Now,” “Sign Up Today,” or “Learn More”. These are called CTA ( Call to Action) that tells the audience about their exact next action.
Let’s See Some Popular Advertising Copies
In order to comprehend the characteristics of a good copy, we need to explore some existing popular copies to know what made them unique.
- Nike– “Just Do It.” This three-word copy is the perfect example of the power of clear and concise copy. It’s short, inspirational and connected to Nike’s target audiences- the passionate and sports loving people. The copy inspires them to take immediate action to fulfill their dream.
- Apple- “Think Different.” This copy clearly delivers the message that Apple is not for everyone. It is the product for every individual who believes themselves as different from the rest as per their values and life standard.
- Coca-Cola- “Taste the Feeling”- this copy emphasizes that drinking Coca-Cola means not just having a cola but also tasting the feeling of happiness. With Coca-Cola everyone shares happiness with their dear ones.
With the impact of these above copies clearly communicate the power of great copies. It is so well-crafted to create emotional bonds with their target audiences.
The Technique of Writing Effective Advertising Copy
We have already discussed the definition of a good advertising copy and explored some examples. But if someone wants to write one, how to write a good one? Here are some techniques of writing advertising copy.
1. Know Your Audience
The first and foremost requirement of writing a good copy is to know your audience. Their needs, values, social conditions, aspirations, likes, dislikes must be the focus of your copy. Your choice of words must motivate them to take action. Copy must be crafted according to the audience preference and behavior.
2. Focus on Benefits , Not Features
Your copy must focus on the benefits of the products, not the features. Tell your audience how the features will benefit them. For example, instead of saying “Our vacuum cleaner has a HEPA filter,” say “Breathe cleaner air with our vacuum’s advanced HEPA filter technology.”
3. Use Emotional Triggers
Human beings are mostly driven by their emotions rather than logic. Any kind of emotions like, happiness, curiosity, love, care definitely is the most powerful tool to convince them to take action.
4. Be Persuasive
A useful ad copy not only focuses on information but also persuades the users to take action. Using strong but simple words, day-to-day language, and a positive tone create an impact on the reader’s mind. Copies like “Don’t miss out,” “Act now,” or “Limited time offer” can create a sense of urgency.
5. Keep It Simple
Simple copies are best for advertisement. Use of jargon, complicated language or words might create confusion in the reader’s mind. The idea should be presented in a clear tone so that every reader can understand the message at once.
6. Test and Refine
The continued practice of writing copy makes it better at the end of the day. One should try more than one copy for a content just to know which one works better for the audience. One should adopt A/B testing to discover the choice of your audience.
Conclusion
After all these discussions it can be said that writing ad copy is an art and science as well. The secret of a successful business venture lies in writing the message about a product or service in a creative way to form an emotional bond with the target audiences. The copy with 4C (Clear, Concise, Convert and Compelling) helps the ad to grab the attention of the target group and gradually bring the results.
Now, as you have learnt quite a good technique of writing an advertising copy, why not apply it in your practical life. But whatever copy you write for your product, just keep in mind that writing copy is not a way just to sell a product but to connect it with the target audiences.
