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Seven Tips For Writing Ads

Writing effective advertising copy for paid search ads, online display ads, email marketing, outdoor billboards, direct mail, press ads and more requires a deep understanding of your target audience, the product or service you're advertising, and the goals of the advertising campaign.



It's not that hard. However, it does require a great blend of creativity and free thinking, with formal structure and above all, and perhaps ironically, a disciplined process.


Here are a few steps you can follow to get started:

  1. Define your target audience and their persona: Who are you trying to reach with your advertising? What are their needs, desires, and interests? What drives them? What scares them? What language do they use? What peer group do they identify with?

  2. Identify the benefits of your product or service: What problem does it solve? How does it improve the lives of your target audience? What does it NOT do that a buyer may be expecting? Why doesn't everyone buy it? Why are they REALLY buying your product or service.. as in .. what really motivates them at an emotional level? (often security, fear, advantage, safety, peer acceptance, safety, career progression, ego etc)

  3. Create a clear and compelling headline: This is the first thing your target audience will see and it needs to grab their attention and convey the benefits of your product or service. as well as connect their deep motivation that needs to be satisfied. Connect in terms of tone, culture, and their psychographic characteristics that match your target persona.

  4. Use strong and persuasive language: Use words that evoke emotions and drive action. Emphasise the benefits of your product and use power words like "proven", "new", "limited time", "now", etc.

  5. Make an offer and call to action: What do you want your target audience to do? Do you want them to buy your product, sign up for a service, or visit your website, download a book, enter a competition, share your offer, etc? Make it clear and provide a strong call to action.

  6. Keep it simple: Use short and concise sentences. Avoid technical jargon and complex terms. Get straight to the point and focus on the benefits of your product.

  7. Test and refine: Once you have a draft of your advertising copy, test it with a small group of people to see how it resonates with your target audience. Based on their feedback, make any necessary revisions until you have a final version that you're happy with.

I hope these steps help you write effective and compelling advertising copy! If you have any specific questions or would like us to help with anything else, please let us know.

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