Creating a good piece of ad copy requires more than just basic writing skills. If you want to be a successful copywriter, follow these tips and tricks.
- Take Notes on Your Assignment Conversations
Especially for freelance copywriters, you may not always have a great grasp on the product you’re trying to sell. At some point, you’ll have a conversation that explains what the company needs from you. Take notes! Better yet, get consent to record the conversation.
- Do Your Research
In order to sell a product, you have to know the product. Do your research. Find out about the benefits of the product so that you can convey them to the consumer. Find out about the competition. Find out about the company’s marketing strategy.
- Know Your Audience
Make sure you have a clear picture of who your target audience is. Products are typically segmented, so you can’t expect every product to be ideal for every person.
- Exploit the Competition
Part of doing your research is finding out about the competition so you can point out its weaknesses in your ad copy. Your audience needs to know why the product you’re selling is better than others.
- Answer, “What’s In It for Me?”
Give your audience a reason to buy the product. You can’t just tell the consumer what the benefits of the product are for the general public. The consumer needs to know why the product is beneficial to them as an individual.
- Understand Pronoun Usage
If you’re writing ad copy and you use the word “we,” make sure you’re not making the ad copy about how the consumer helps the company. Use your pronouns to help you convey how the product helps the consumer by using the word “you.” Generally, don’t write in third person. The message is directed at one person, not persons.
- Avoid Too Much Detail
Depending on what kind of medium you’re using, keep the readability of the ad copy in mind. Unless you’re writing white papers for the company, make sure that your reader is able to skim your ad copy and still get the message you’re trying to send.
- Call the Consumer to Action
Your ad copy is not just meant to inform; your goal is to make the consumer buy the product you’re selling. Make sure you craft the ad copy in a way that gets the consumer to buy the product ASAP.
- Check Yourself and Your Ad
Make sure that your ad copy doesn’t get you or the company into trouble. Avoid words and phrases like “guarantee,” “free,” “no risk,” “100%,” or “no questions asked,” unless you’re sure that’s the direction the company wants.