Copywriting for advertising has a rich history, with pioneers like David Ogilvy, Victor Schwab and Eugene Schwartz leading the way.
And they all held one tenet…
That copywriting was pivotal in your advertising efforts.
Copywriting for advertising can cover a plethora of marketing tools such as:
Let’s walk you through six tips when you’re copywriting for advertising.
By the end, you’ll have everything you need to get typing!
An adage when it comes to advertisements goes like this…
“When you try to appeal to everyone, you appeal to no one.”
Essentially, this means that you need to specialise.A question you could ask yourself is…
Which group in society really benefits from your product/service?
Research your audience and find out what makes them tick.
Are they cat lovers? If so, what other problems do they face apart from the one you’re trying to solve?
Ultimately, understanding the customer’s plight will ensure that your copy hits the intended target.
The AIDA method is an invaluable marketing tool that helps copywriters structure their writing. And when it comes to copywriting for advertising, it’s beyond vital. For those who don’t know, this is how it goes…
Attention – This is the most important part of this model, as it includes piquing the reader’s interest. What draws them to you? The headline. It’s common for websites to use FOMO (Fear Of Missing Out). This is where you impress a deadline on the customer. Imagine things like ‘limited stock’ or ‘X hours left on this sale’.
Interest – This is where you bring the customer into the equation, with personal stories or pain points. What problem do they face? And consequently, how will you quickly fix it for them? Now you’ve captured their attention, you can lay down stats, figures and data to impress them further.
Desire – This aspect of AIDA focuses on the benefits and features that you’re providing to the reader.
Action – The customer has perused what you’ve got, and they want in…how do they do that? By going for the call to action. This could be a button or a link. The main idea is that it’s clear and concise.
What do we mean when we say, ‘written voice’?
Well, the written voice is the personality that’s on display when you’re interacting with customers. Take Nike, for instance. Their voice is inspirational, due to their customers looking to exercise.
Copy needs a consistent voice, as it inspires loyalty in customers. This is especially important in copywriting for advertising. Another example of an effective brand voice is Mailchimp. They take the emotional state of the customer into consideration. Are they confused and need help and advice? Or are they curious? With off-brand humour and a relaxed disposition, Mailchimp achieves two things:
So, consider this for a moment.
If your brand voice was a person…
Who would they be at a party?
Would they be a quietly confident person, having in-depth discussions with people?
Would they be an extroverted individual, cracking jokes and enjoying banter with others?
And then consider your customer base – who would they appreciate more?
Once you find the right voice for your customers, you’ll find them warming to your service/product offerings.
Some of the best ads across history have centred around a narrative. People’s attention tends to be captured around a story as opposed to cold, hard info and stats. Consider some of the John Lewis ads, or some of the Sainsburys advertisements. They all touched our hearts. Indeed, their ads were so infamous that people started to anticipate them at Christmas. So, finding the right story for your product or service can inspire loyalty in your customer base. Ultimately, when emotion enters the equation, customers find it easier to be convinced to purchase something.
For effective advertising, you’ll need to tailor the copy to whatever is needed. For instance, some copy works better for blogs, and some works better for landing pages. Practice trial and error in finding the best fit for your copy. For example, the copy in an engaging social media post won’t work for a landing page. The sooner you’re educated on this, the more confident your copywriting for advertising will be. Now, it may be daunting if you’re copywriting as a small business. But with practice, you’ll begin to notice how your copy changes according to the medium.
So, we’re here at the finish line on our blog around copywriting for advertising! We’ve covered a good amount of content in this blog, so how about a recap?
How our team can help you!
We would love to hear about your business goals. So, why not contact us and speak to one of our team? We can brainstorm how we can produce the best content for you. Then, we will use our experience to make recommendations. We pride ourselves on delivering results. We will provide you with predicted outcomes so that you can make an informed decision.
Our team works within 6 areas of content creation. So, we offer services for copywriting, websites, illustration, design, branding, and marketing. We have worked with companies in over 20 countries worldwide. If you give us the go-ahead, we will provide you with a quote. Our team will then get to work on creating the content of your dreams!
See something you like? Let’s get started!
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Step 1 – Tell us about yourselves! We want to hear about your company’s goals and ambitions. What do you want your marketing strategy to achieve?
Step 2 – Now it’s our time to shine. We’ll do some research and create a proposal of ideas – just for you! This includes recommendations drawn from our extensive experience. Are you ready to hear our ideas?
Step 3 – There’s no point investing in your content if you don’t know what it will do for your business. So, based on our knowledge and experience, we’ll make predictions about the likely outcomes of the content. That way, you can see how our services are going to benefit you.
Step 4 – Finally, we’ll provide a quote for our services. Once that’s out the way, then the real fun can begin! We’ll get started on the content of your dreams!
Let’s get Vocal! Get in touch with a member of the team and get ready to watch your business grow.
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