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 copywriter.
Five books that will improve your copywriting
- Ogilvy on Advertising – David Ogilvy
- From Those Wonderful Folks Who Gave You Pearl Harbor – Jerry Della Femina
- The Copywriter’s Handbook – Robert W. Bly
- Hey Whipple, Squeeze This – Luke Sullivan
- On Writing – Stephen King