Many people (maybe even you) have difficulty writing ads. So here are three valuable tips to make the process easier. They’ll also make your ads more effective than you’ve ever imagined!
FIRST—start writing! Write anything. Really, starting is the hardest part. Once you start writing, the ideas will start to flow. At least you have something to go back to and edit.
SECOND—next write down a long list of possible headlines. Thinking of the right headline (apart from being THE most important element in the ad), forces you to summarize the essence of what it is you want to say. Don’t worry about the rest of the ad. Just write down the headline.
THIRD—now go through and pick out your favorite three headlines. Based on these three headlines, write out the rest of the copy. The graphics follow logically. Do this for all three ads. Make the words sound conversational and easy to read. The words should flow together.
Having trouble getting the words to flow like a professional copywriter? Try this exercise.
Find a friend who isn’t in your line of work. Have them sit and listen as you explain about your product or service. Tape record what you’re saying.
You see, when we’re under pressure to write an ad, sometimes we convince ourselves we can’t. Yet in a relaxed atmosphere telling a friend, inhibitions disappear. Then, the easy, non-advertising words you’d normally use come out.
When non-professionals write an ad, it’s usually stilted and artificial. But when we get those same people to talk about their product or service, and why they got into the business in the first place, they’re full of conviction, enthusiasm, depth of industry knowledge, ideals about quality and customer service. Real down-to-earth stuff. It makes “great copy.” It happened all because they sat down and spoke with someone rather than sitting down and trying to write an ad.
The same qualities that work for you when you sell face-to-face, will work for you in writing your ads. All you have to do is get down to doing it.
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