Advertising copywriting advice. The big idea.

Writing a successful press ad or billboard requires more than a well-expressed headline. The real challenge to creating effective advertising is coming up with a big idea. Here’s some pointers from a professional copywriter.

  • Identify your product advantage.

Research your product and the broader market. Establish what makes your offering different and better than everyone else’s.

  • Write the advantage down plainly.

Don’t worry about frills. They come later. Remember, a problem well-stated is a problem half-solved.

  • Come up with an idea.

Is it a picture, a word or both? Use your creative magic to come up with a fresh and unique way of looking at your advantage.

  • Write a lot.

If you’re going with a headline, write many. Don’t settle for the first. Search for the unexpected. And, yes, it does take time.

  • Test it.

Ask your target audience what they think. If that’s your tea-lady, tell her to be honest. If you haven’t got a thick skin, develop one.

  • See how the pros do it.

Need inspiration? Check out some of the world’s best copywriting ads in The Hungry Copywriter’s blog.

Need some help? Hire a professional advertising copywriter.

Five books that will improve your copywriting

  1. Ogilvy on Advertising – David Ogilvy
  2. From Those Wonderful Folks Who Gave You Pearl Harbor – Jerry Della Femina
  3. The Copywriter’s Handbook – Robert W. Bly
  4. Hey Whipple, Squeeze This – Luke Sullivan
  5. On Writing – Stephen King