Advertising Copy

Text of a print, radio, or television advertising message that aims at catching and holding the interest of the
prospective buyer, and at persuading him or her to make a purchase all within a few short seconds. The
headline of an advertising copy is said to be the most important part, and quite often a small change in its
wording brings disproportionate results. Although a short advertising copy is more common in consumer-
product advertising, according to the UK advertising guru David Ogilvy (1911-1999) people do read (and
listen or attend to) lengthy advertisements if they are skillfully written. Most advertising copy is based on
advertising/consumer research and is composed by professional copywriters hired by advertising agencies.
Also called advertisement copy, ad copy, or just copy.
IT is the advertising message, or text, including the headline, deck, subheads and body copy.
It is the content and context of a message contained in an advertisement.

What is Ad Copy?

Ad copy is a term that refers to the main text of a clickable advertisement, whether it is a contextual or a
pay per click ad. The text of the ad copy is generally the second and third lines of an ad displayed on a
search engine results page or any other web page, and is between the title and the display URL. Most
advertisers use ad copy not only to describe the advertisement, but to also insert the keywords that the ads
have been created for. The ad copy is an excellent way not only to describe where the advertisement link
leads, but also to make the advertisement seem as persuasive as possible to any visitors who might be
interested, as they have already searched for a particular keyword that has brought the ad .

Ad copy is made up of different elements, all of which are generally slipped into the two or three lines that
advertisers are allowed to use for their purposes. It also combines search engine optimization with
marketing tactics that are used in all types of advertising, not just pay per click and contextual ads. As long
as the advertiser knows the project or business the company is attempting to sell, and has in mind who the
key demographic is, ad copy can be written effectively. Some of the marketing tactics and parts of ads
included in writing ad copy include:

Credibility - Offering the visitor believability about the product or brand.

Attention - Something that grabs the visitor’s attention such as the keywords or keyword phrases.
Promise of Benefit - Whether it is offering information or just a particular product, the ad copy generally has
some promise of benefit for the visitor if he or she clicks on the link.
Action - The goal of ad copy is almost always to get some kind of action or reaction out of the visitor.
Whether it is to just visit a landing page, fill out a form, or actually purchase a product, the goal of most ad
copy is the same, and involves some kind of action.
Many experts believe that the best ad copy for pay per click advertising contributes to a high conversion rate
after the click through is accomplished. To achieve this though, many advertisers will test different ad copy
to learn if it is more effective than other versions of a particular ad. Advertisers use tools on major search
engines such as Google’s AdWords to create several different versions of the ad copy they intend on using,
so that they can test each one to see which has the highest conversion rate. Testing ad copy can also lead
to saving money on a particular paid inclusion campaign. If a particular version of the ad is working better
than another, the best version can be used for all advertisements to save money on click through rates.
While ad copy is only two or three lines long, it is a very important part of the pay per click advertising
package. In the end, it is what catches the visitor’s attention and causes them to either click on the URL to
learn more or simply move on to a different ad or organic result on the search engine results page.
HOW TO CREATE SUCCESSFUL ADVERTISING COPY
Copyright 2000 By Bob Leduc

Writing effective copy for ads, web pages, sales letters and other marketing communications isn't difficult
when you know what works. After many years of trial and error I developed a checklist of 7 "rules" I follow
to create successful advertising copy. These rules apply to writing copy for any type of marketing
communication.

1. Define the goal of your message

Define what you want your message to accomplish before you begin writing. Do you want to generate
inquiries (leads)? Do you want to get orders? What action do you want readers to take? How do you want
them to respond? Put your goal in writing and refer to it often as you develop your message.Everything you
write should directly support this goal. Get rid of anything that doesn't.

2. Know your audience and what they want

Maybe everybody CAN use what you sell. But one targeted group WILL be most likely to buy it. You can
discover that group by defining the characteristics of your best customers. Once you know your audience
and what they want you can personalize your writing to appeal to their specific interests.

TIP: Advertising copy produces the biggest response when each reader can believe the message was
written specifically for them. As you write, visualize you're writing to one person instead of to a large
group of people. This will help you write in a less formal and more personal style.

3. Appeal to their self-interest, not yours

Customers don't care about you, your product, your company, or your professional qualifications. They
only care about the benefit they get from buying your product or service. The only thing a customer wants
to know about your 1/2 inch drill is that it's guaranteed to give them a 1/2 inch hole. Keep your ad copy
focused on the benefits you provide.

4. Make an emotional appeal, not a logical one

Your ad copy should dramatize the feeling your customers get while enjoying the benefits provided by
your product or service. Get them emotionally involved so they want to start enjoying those benefits
immediately. Use word pictures and real life stories to draw readers into your message.

5. Don't give them any choices

You may spend a lot of time writing your sales message and getting it "just right". Unfortunately, your
prospects will rush through it and make a fast decision. Don't slow them down with any choices. They'll be
afraid of making the wrong choice and will protect themselves by making none. You'll lose sales.

EXCEPTION: Offer many different ways to respond to your ad

or sales message. Customers already know whether phone, fax,
online, etc. is more convenient for them. They're more
likely to act immediately when their favorite way to respond
is available.

6. Make your best offer

The offer is the "deal" you're promoting (free information, special price, free bonus with order, etc.). It's
the only reason people respond to your advertising copy. The stronger your offer the greater the response
you'll get. Always include the best offer you can afford and a reason to act
fast.

7. Simplify Everything
Simple, clear copy is easy to read and understand. It propels your customer to the decision point with no
hesitation. After you've written your copy, edit it for simplicity and clarity. Use lots of 1 and 2 syllable
words. Shorten sentences and paragraphs. This is especially important for your web site where relief is
just a click away.

HEADLINE
Words in the leading position of the advertisement; the words that will be read first or are positioned to
draw the most attention.

Headline
sentence, phrase, word, or group of words set in large, bold type on a newspaper front page or above a
body of text on any page of a newspaper or magazine, or in a printed advertisement (or featured as part of
a broadcast commercial). The purpose of a headline is to attract attention and usually to encourage the
reading of the following copy (or, in the case of broadcast, to encourage the listener or viewer to keep
listening or viewing). In print advertising, the headline is considered to be the most important element,
because it invites the reader into the advertisement. Therefore, it must arouse interest and curiosity about
the advertised product or service. A variety of techniques are used in designing headline copy, such as the
offer of a reward, the promise of a product benefit , the asking of a question, or the use of key provocative
words such as "new," "amazing," or "revolutionary." split-run research testing of headlines, where the
headlines differ but the body text remains the same, has proven that the headline is the key factor in the
effectiveness of an advertisement.

blind headline
headline having no discernible meaning to the reader unless the copy that follows is read. For example,
"Roses Are Red" could be intended to advertise anything from lipstick to garden tools but fails to
communicate its intention to the reader. Good copy usually avoids blind headlines, unless a special effect is
desired.

1. Attract prospects with your headline: Use your headline as a flag to attract readers who are interested in
your product. If you are selling a solution to premature hair loss, put PREMATURE HAIR LOSS in your
headline. Your headline will catch the eye of everyone who suffers from this predicament. If you want
teenagers to read your ad, put TEENAGERS in your ad. Be careful that you do not put anything in your ad
that excludes prospects. For example, if you are selling a cellular phone that can be used by men and
women alike, do not slant your headline toward men alone. That will only cause women to think that your ad
does not apply to them.
2. Appeal to your reader's self-interest with your headline
Make every headline you write appeal to the interests of your prospect and not those of the company that is
selling the product. Instead of saying SPIRITOL WILL CURE YOUR HEADACHE, say GOT A HEADACHE? CURE
IT WITH SPIRITOL. Begin your headlines with YOU rather than WE.
3. Sell your product in your headline
David Ogilvy, an advertising pioneer of the 1960s and 1970s says that, on average, five times as many
people read your headline as read your copy. So it follows that unless your headline sells your product, you
have wasted 90% of your money. So your headline should do some selling whenever possible.
4. Include your selling promise in your headline
The best headlines promise readers a benefit, such as fewer cavities, cheaper gas, whiter clothes. Your
selling promise is simply the greatest benefit that you are advertising about your product, so include it in
your headline. This often makes for headlines of at least 12 words. People read long headlines as long as
they (1) promise a benefit, (2) complement an intriguing visual, and (3) are part of an attractive ad design.
Don't shy away from long headlines. A headline is too long only when it uses one word more than is needed
to sell its message.
5. Name what you are advertising in your headline
If the headline is all that your prospects read, then at least tell them the name of what you are selling. If the
name sticks, your ad will have at least made your readers familiar with your product. And that is a vital role
in advertising -- keeping your product's name at the top of the consumer's mind.
6. Avoid award-winning cleverness in your headlines
Puns and literary allusions may be clever (to you) but they don't necessarily sell your product. In the
average newspaper, your headline competes with 350 others for your reader's attention. Readers skim fast
through these headlines. And readers do not stop long to decipher obscure headlines. Clever headlines,
while they may win awards at advertising galas, often serve to draw attention to themselves and away from
the product. Don't write clever headlines just for the sake of it.
7. Say things in the positive in headlines
Avoid negatives in your headlines for two reasons. First of all, negative statements leave a negative
impression, while positive statements leave a positive impression. SPRINTAB CURES YOUR HEADACHE is a
positive way of saying SPRINTAB WILL NOT LET YOUR HEADACHE STAY FOR LONG. Stick with the positive.
Secondly, statements phrased in a negative way often mislead readers. They think your negative way of
phrasing a positive thing says the opposite of what it actually says. Thus, some readers will see the headline
OUR BEEF CONTAINS NO ADDITIVES, but will mistake it to have said OUR BEEF CONTAINS ADDITIVES. This
headline is better re-written as OUR BEEF IS 100% PURE.
8. Avoid "IF" headlines
Be declarative in your headlines. Avoid conditional phrases, such as IF YOU BUY THIS LAMP, YOU'LL SAVE
MONEY ON YOUR ELECTRIC BILL, and IF YOU NEED A PLUMBER, CALL JOE'S PLUMBING. Conditional phrases
drain the power from your headlines.
You are better off: (1) putting the prospect right into your headlines, (2) assuming that your prospect has
the need that you are addressing and (3) speaking as though the prospect is already satisfied with your
product. For example: WATCH YOUR ELECTRIC BILL SHRINK WITH THIS ELECTRIC LAMP, or "JOE'S
PLUMBING SAVED MY HOUSE FROM FLOODING."
9. Say things in the present tense in your headlines
Put vigour and drama into your headlines by saying things in the present tense instead of in the past or
future tense. The present tense is stronger and more immediate than the past tense: "I SAVED $1,000
WITH MY MIDLAND BANK MORTGAGE" is weaker than "I AM SAVING $1,000 WITH MY MIDLAND BANK
MORTGAGE."
The present tense is stronger than the future tense: T.E.S.T. COMPUTERS WILL MAKE YOU MORE
PRODUCTIVE is weaker than T.E.S.T. COMPUTERS MAKE YOU MORE PRODUCTIVE.
10. Make headlines work with the visual, not the body copy
Make your headline tell one part of the story and have your visual tell the other part. Don't use a headline to
repeat what the visual is saying. And don't simply illustrate the headline. Let the headline and the visual
work together. Avoid blind headlines that make no sense unless the reader reads the body copy underneath
them. The majority of readers only read headlines, so you must write headlines that are complete in
themselves.

APPEALS

Different Types of Advertising Appeals

Advertising appeals aim to influence the way consumers view themselves and how buying certain products can prove to be

beneficial for them. The message conveyed through advertising appeals influences the purchasing decisions of consumers. Keep

on reading to know the various different types of advertising appeals that can be seen in the media today.

The most basic of human needs is the need for food, clothing and shelter. Special need for these necessities cannot be created with

advertising. However there are certain other products that provide comfort in life and advertising aims to generate demand for these

products. Advertising uses appeals as a way of persuading people to buy certain products. Advertising appeals are designed in a

way so as to create a positive image of the individuals who use certain products. Advertising agencies and companies use different

types of advertising appeals to influence the purchasing decisions of people.

The most important types of advertising appeals include emotional and rational appeals. Emotional appeals are often effective for

the youth while rational appeals work well for products directed towards the older generation. Here are just some of the various

different kinds of advertising appeals seen in the media today:

Emotional Appeal

An emotional appeal is related to an individual’s psychological and social needs for purchasing certain products and services. Many

consumers are emotionally motivated or driven to make certain purchases. Advertisers aim to cash in on the emotional appeal and

this works particularly well where there is not much difference between multiple product brands and its offerings. Emotional appeal

includes personal and social aspects.

1. Personal Appeal

Some personal emotions that can drive individuals to purchase products include safety, fear, love, humor, joy, happiness, sentiment,

stimulation, pride, self esteem, pleasure, comfort, ambition, nostalgia etc.

2. Social Appeal

Social factors cause people to make purchases and include such aspects as recognition, respect, involvement, affiliation, rejection,

acceptance, status and approval.

3. Fear Appeal

Fear is also an important factor that can have incredible influence on individuals. Fear is often used to good effect in advertising and

marketing campaigns of beauty and health products including insurance. Advertising experts indicate that using moderate levels of

fear in advertising can prove to be effective.

Humor Appeal

Humor is an element that is used in around 30% of the advertisements. Humor can be an excellent tool to catch the viewer’s

attention and help in achieving instant recall which can work well for the sale of the product. Humor can be used effectively when it

is related to some benefit that the customer can derive without which the joke might overpower the message.

Sex Appeal
Sex and nudity have always sold well. Sexuality, sexual suggestiveness, over sexuality or sensuality raises curiosity of the audience

and can result in strong feelings about the advertisement. It can also result in the product appearing interesting. However use of sex

in types of advertising appeals can have a boomerang effect if it is not used carefully. It can interfere with the actual message of the

advertisement and purpose of the product and can also cause low brand recall. If this is used then it should be an integral part of the

product and should not seem vulgar. The shift should be towards sensuality.

Music Appeal

Music can be used as types of advertising appeals as it has a certain intrinsic value and can help in increasing the persuasiveness

of the advertisement. It can also help capture attention and increase customer recall.

Scarcity Appeal

Scarcity appeals are based on limited supplies or limited time period for purchase of products and are often used while employing

promotional tools including sweepstakes, contests etc.

Rational Appeal

Rational appeals as the name suggests aims to focus on the individual’s functional, utilitarian or practical needs for particular

products and services. Such appeals emphasize the characteristics and features of the product and the service and how it would be

beneficial to own or use the particular brand. Print media is particularly well suited for rational appeals and is often used with good

success. It is also suited for business to business advertisers and for products that are complex and that need high degree of

attention and involvement.

Masculine Feminine Appeal

Used in cosmetic or beauty products and also clothing. This type of appeal aims at creating the impression of the perfect person.

The message is that the product will infuse the perfection or the stated qualities in you.

Brand Appeal

This appeal is directed towards people who are brand conscious and wish to choose particular products to make a brand statement.

Snob Appeal

This appeal is directed towards creating feeling of desire or envy for products that are termed top of the line or that have

considerable qualities of luxury, elegance associated with them.

Adventure Appeal

This appeal is directed towards giving the impression that purchasing a product will change the individual’s life radically and fill it

with fun, adventure and action.

Less than Perfect Appeal

Advertisements often try to influence people to make certain purchases by pointing out their inadequacies or making them feel less

perfect and more dissatisfied with their present condition. These types of advertising appeals are used in cosmetic and health

industries.

Romance Appeal

These advertisements display the attraction between the sexes. The appeal is used to signify that buying certain products will have

a positive impact on the opposite sex and improve your romantic or love life. Frangrances, automobiles and other products use

these types of advertising appeals.

Emotional Words/Sensitivity Appeal

These advertisements are used to drive at and influence the sensitivities of consumers.

Youth Appeal

Advertisements that reflect youth giving aspects or ingredients of products use these types of appeals. Cosmetic products in

particular make use of these appeals.

Endorsement
Celebrities and well known personalities often endorse certain products and their pitching can help drive the sales.

Play on Words

Advertisements also make effective use of catch phrases to convey the message. Such appeals help in brand recognition and recall

and can be quite popular with the youth in particular.

Statistics

Advertisements also use statistics and figures to display aspects of the product and its popularity in particular.

Plain Appeal

These advertisements use every day aspects of life and appeal to ordinary people regarding the use of a product or service.

Bandwagon Appeal
This type of advertising appeal is meant to signify that since everybody is doing something you should be a part of the crowd as
well. It appeals towards the popularity aspect or coolness aspect of a person using a particular product or service.
High Quality Appeal

Most of the consumers durable like Plasma TV, stereophonic music system or other electronic or PC hardware items too are bought
for their high quality.

Low Price Appeal

Many people buy low priced locally made like air conditioners for their home because they believe that these products will perform
the same as rationally reputed brands. In this case he is exhibiting a rational motive.

Long life Appeal the durability time factors plays important role for a few prospect performance, case of use, re-sale value and
economy are the matter considered before purchase.

LOGO
 Recognizable and distinctive graphic design, stylized name, unique symbol, or other
device for identifying an organization.

A name, symbol, or trademark designed for easy and definite recognition, especially
one borne on a single printing plate or piece of type.

A logotype, commonly known as a logo, is the graphic element of a trademark or

brand, which is set in a special typeface/font, or arranged in a particular, but legible,
way.

Examples
The following are a few examples of logotypes including only the name, actually
brand names with the same font. The first table shows the names of six well-known
companies in the same typeface in all cases. In these examples, recognizing the
companies entails reading the name.

Kellogg's Hyatt Bankers Trust

Pfizer Lancôme Hertz

In the next table, each company has a specific design of its name, a logotype. Due
to the design, the color, the shape, and eventually additional elements of the
logotype, each one can easily be differentiated from other logotypes. For example,
in a supermarket a box of Kellogg's cereals will be seen in the shelf from a certain
distance, due to the unique design of its logotype. The same will be true when one
is looking at the airport for the booth of the Hertz Rent-A-Car company. The
logotype will be recognized from afar because of its shape and its color.

Pfizer_logo.png
Pfizer logotype