Do Your Adverts Work For You? – Part 2

Writing

In the first article I looked at headlines and how easy it really is to come up with 100 or so, enabling the best ones to be drawn out of your brain!

This time I will look at the body of the advert.

Having captured your readers attention, the main part of the advert must explain what your offer is in clear, unequivocal terms.  Remember when you are writing it that you are not selling a product or service, but the solution to a problem.

Make sure that you write the advert to one person.  It’s best if you write it to your Mum or your best friend.  This is vital because it draws out a much more natural way of writing.  It makes your reader feel as if you are talking to them, and to them alone, it engenders a feeling of believability and trust.

If you don’t agree with this immediately, try writing an advert firstly in your own traditional style, and then do it again describing your offer to your Mum or your best friend.  You really will find your language is different!  Write as if you are talking directly to them across the kitchen table because this ensures you get the attitude right.  You will then naturally write using terms like you will, you can, can you imagine, if you take this opportunity etc.  It keeps the focus completely on your Mum/best friend which is absolutely how your advert should come across.

It goes without saying that your headline and the body copy should be about the same offer.  The headline is there to draw people’s eye to your advert and the body copy explains the headline in more detail.  There is nothing more likely to stop someone reading your advert when the headline turns out to have nothing whatever to do with the offer.

I hope this little article helps you write better adverts.  Please contact me if you would like any explicit help with a project.  I would love to help.

The final mini article will be on what most people consider the most important part of the advert – the call to action.

Don’t miss it!

~Ray

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Ray Stewart

Managing Director at Coalville Business Services Limited

I am a qualified Certified Practising Accountant having passed my final exams way back in 1981. I actually can’t believe that was 37 years ago!! Anyway, I am now in my 60’s and I have been running my own business since May 1983. And before you ask, no, I have never regretted a moment of it! Part of the membership requirements of my professional body now dictate that I spend quite a lot of time on “CPD” - continuing professional education (one of their better ideas) - and over the last two years I decided to study business growth and marketing. I have learnt such a lot and that knowledge has radically changed my old “accountants” approach to business. It has made such a difference to the way I work and operate I feel that I just have to pass on this knowledge. It is simply too powerful to hold back!! - but I will try and do it in simple terms rather than expecting you to spend hours, as I had to, working through the difficult language that trainers seem to use to pass on their concepts. I hope you find the blog a useful resource and interesting place to visit as the months pass. I will do my best to keep up the flow - but if there are any topics you would like me to cover, then please let me know. Ray Stewart

Ray Stewart

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