Monday, April 6th, 2020
Establishing a successful marketing plan or brand, relies heavily on the sustained efforts of constantly providing stunning captivating copy. Writing content that is results oriented becomes essential, as it needs to instantly appeal and grab the reader.
This to convince and entice the buyer to take some type of action, this in a split-second. There’s no magical formula to writing this perfect content that compels, as it’s based on a finicky set of variables.
This includes the demographics, the geographical area, the consumer’s mood when they’re reading the content. So how to pen a stunning piece of effective copy for your blog.
Content that jumps out, sizzles and converts. A self motivated voluntarily action of emotion, needs to be the reaction that the targeted reader takes.
You need to have the imagination, to understand the backroom analogy on how your most ideal reader thinks and reacts.
Effective blog copy, can become comprised for a variety of reasons.
Jump Out And Grab Attention
Everyone on the Internet, is now inundated with thousands of pieces of data on a daily basis, all which are angled towards attempting to alert the reader to react.
So it becomes vital, that your copy captivates immediately, and is effective.
This could be a problem solving headline, attached to an identifiable brand slogan, such as that well known “swoosh” brand.
An identifiable marker that’s instantly recognizable, a reminder that there’s some type of association that a logo, brand or phrase is a quality product.
Promise Benefits That Are Credible
To become captivated and overtaken by effective blog copy, the consumer needs to gain some type of groundbreaking information, that they currently didn’t previously know, or have thought of.
Explaining the product itself, often isn’t enough.
It needs to be something, that they would gain in addition to what they thought they knew, some bonus information by using your product or service.
This could be something intangible, such as prestige, power, or fame. What you then need is to often over deliver on that promise, so never offer something that you can’t initially deliver.
Keeping The Reader Captivated
In competitive markets, just grabbing the buyer’s attention usually isn’t enough, as what you need is to lock that attention in for the duration, this until the understanding of the benefits of your product sinks in.
This could be an inspiring product review, that sets the offer completely distinct and superior from anything else on the market, who are in a similar category.
Generate Emotional Action
This can be the ultimate make or break point when it comes to advertising copy, and that it needs to inject emotion into the reader, so they’ll react positively.
This doesn’t mean however, that they need to buy the product or service immediately on first sight.
The ad could be used as a positioning tool, to hook and then enable the reader to think about your product in a certain aura.
Converse to your audience directly, one-on-one, as if it was a face to face conversation, to that segment of the audience you’re wanting to reach.
Doing so should plant some type of motion in their minds, set a trigger, and become influenced enough so they’ll frequent you more often in the future.
Ad Medium Selection
How you write your ad copy, the precise language that you use depends on where you place your ad.
If it’s a Pinterest post for instance, you’ll need a witty captivating headline using simple design, because of the massive speed that the surfers browse on this platform.
Other forms of effective online ads are similar, as consumers are now absolutely bombarded with Internet ads, so your ad needs to brilliantly stand out as you’re wanting to interrupt them to a halt.
Magazine ads, are traditionally more versatile, and is solely dependent on it’s size, design and placement. How many other similar ads are competing with yours?
If you have a full page spread, then feel free to experiment as you have full real estate, which gives you extensive creative arrangement.
If the ad is small, you’ll then need to be as compact and concise as possible.
Know The Style And Tone Of Copy
Writing advertising copy has its own distinct style of creative writing.
The point needs to be balanced precisely between providing information, readability, and have coherence towards something that’s persuasive.
Be Bluntly Succinct Have A Call To Action
There’s nothing that damages an ad campaign more, than messy wordiness. Use short concise sentences that uses as many familiar action words as possible.
Save the use of a thesaurus for writing a thesis.
Make sure you always use precise phrasing, as there’s no point using five adjectives when just one good action verb will do.
Eliminate all redundancy, such as “tiny” “little” “miniature” or “annual payments.”
Talk Directly To Your Audience And Not At Them
Although you’re announcing the availability of your product or service, avoid coming across as being too clinical or overly formal.
Write informal copy in a way as if you’re talking directly with your most ideal customer, face-to-face.
Use a writing style that they could absorb.
Use words that they would be familiar with, slang they most likely already know. Be absolutely certain you’re using these phrases and terms correctly.
What a recent campaign from a big brand did in wanting to reach a certain audience segment, was by using the phrase “I’d hit it.”
This in reference to a burger, perhaps unaware but more likely they did it on purpose, that the same phrase is a sexual reference.
Avoid Using Clichés
It’s common for writers who drafts advertising copy, to easily stumble into this trap, and that’s using clichés. It’s a trap that can potentially damage the writing effort severely.
What using clichés usually does is fails to ignite the imagination, as some consumers can be numb to certain phrases.
So what they’ll do instead is just skip quickly past them, effectively diminishing the finer points of the ad copy.
If you’re wanting to use a cliché in your ad, think about the message you want to convey with that particular cliché, and then rephrase it somehow, in a way that’s more imaginative and personal.
Always Proofread Your Copy
Although proofreading is standard practice, there are numerous examples of online ads, that contain glaring grammatical errors, the occasional spelling error, which completely voids the copy.
So make sure you review the ad copy several times.
Make sure that each and every word is spelt correctly, the grammar is passable, the punctuation precise. An excellent ad will make no sense, if there’s a misplaced comma or a dangling modifier.