Writing Highly Persuasive Ad Copy
The ‘trick' to a persuasive article is easy. Solve a problem. Have one or more ways of giving the reader a solution to some problem(s) they
have. And start with the headline, telling the reader how they will benefit
from your answers.
The classic call is to create desire. The ‘HOW' to do this is where ad copy
writing becomes split into religious like wars. Regardless of the method, you
need desire. It could be...
Something Gained, or The Fear of Losing Something.
Think of how burglar alarms are sold. They use the fear of losing something
the person already has to create a desire. While this is not as common of an
approach, it is often more compelling emotionally to appeal to the fear of loss
than the desire of gain.
When going for the more common building a ‘desire for gain', be specific on
what the reader will be gaining. Leave no doubt in their mind. While it may
seem confusing at first, sometimes loss is a gain. Consider the topic of losing
weight. The loss of weight actually has several gains for the reader. Improved
self-esteem, better health are examples of how a ‘loss' is actually a gain.
Some copy writers use what is known as the ‘long form', with the idea that
more data will convert more. This is a segment of copy writing that works
depending on the mood of the public. When someone ‘lands' on a ‘page' (be it a
website or any other form of marketing) anything the person does not see
immediately is called "below the fold". Anything that is below the fold
is far less likely to be received by your audience. Therefore, make
sure your most pertinent and persuasive copy is "above the fold" where it can
readily be seen at first glance.
Traditional copy writing advice suggests that you should create as much copy
as space allows. Of course, with the Internet we don't have the 'space'
limitations that print media have. Just be careful it's easy to read and not
over crowded which will cause your audience to have difficulty focusing on the
desired end result.
Consider your demographics. Younger people today more naturally multi-task
then older folks. This means creating a persuasive piece has to be hard-hitting
in capturing attention. The ‘Internet' generation has a much shorter attention
span. This means you must keep the interest, and go for a ‘call for action' in
less time than previously seen in copy writing.
No matter how you go about the task, you must write a short headline that
gets immediate attention, show benefit(s), and have a call for action at the
most visible point of your marketing piece.
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