We’re halfway through our course, and now it’s time to talk strategy.
Your copy strategy should stress your brand’s benefit in a memorable and effective way. Ads have two parts: copy, which is the written words, and graphics. There are some rare magnificent ads that work well without both parts, but as a general rule, let’s assume we need both.
How much copy do I need?
That depends on your brand equity and your product category. All Nike needs is a Image may be NSFW.
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to bring their brand top of mind. Nike can do this because they have high brand equity. Does everyone know your brand? What it’s niche in the market is? What your logo looks like? What it’s defining colors are? Your advertising should reinforce these values. If the consumer doesn’t know what your niche in the market is, then you need ad copy to tell them. If they don’t know what it is that you offer, or even what your product or service does, then you need to tell them that too. However, copy should be limited. A lot of this information can be portrayed through visuals.
If you have a high involvement category, you are also going to need more copy. This copy can be technical specs, such as the RAM, price, and warranty details of a computer. More copy is also needed when the decision is one based on logic and not on emotions.
This sounds like a lot of information to pass on to the consumer but the past few examples are the exception rather than the rule. The majority of purchase decisions are made for emotional and not logical reasons. Emotional appeals are overall more effective than appeals to logic. When making an emotional appeal, the copy should be brief. If you design your ad well, many of the aspects listed above can be displayed through graphics and overall ad design with a punch of copy that contains extra details, sheds light on the graphic, or drives the message home.
In what order should the copy be presented? The most important information should always be first. You do not know how much of the copy the viewer is actually going to read.
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Although not the most inventive name, the Z Technique shows how consumer’s eye movements make a Z formation
Consumers read left to right, top to bottom. The layout of your ad will not change the way consumers read it. There is some variability depending on the design, but the most important information should be top and left and the copy and graphics will carry the reader down to the bottom right. The way consumers’ eyes moving across an ad naturally makes a Z formation.
Should you include any data? Yes, if you have appropriate data. If data takes away from the emotional appeal of the ad or is not relevant than it should not be added. Data such as “Nine out of ten doctors recommend…” is not the type of data you want. Consumers are critical of ads and sources of information. Adding infographics to your website or social media page, however, is a great way to showcase your expertise.
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Do’s and Don’ts of Writing Ad Copy
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Good advice for advertising, too!
- Do stress the benefits. The consumer needs a reason to buy your product or service and not your competitors. The heart of your advertising is this differentiating benefit.
- Don’t lose sight of your primary goal – to sell the product or service. Work that is amazing artistic and wins creative awards is great, but it won’t help your bottom line if its not driven by consumer results and stressing your benefits.
- Do create interest. Ads that are effective don’t have to be boring. They should be unique and stand out-you only have a few seconds to capture your audience’s attention and you want to be memorable.
- Don’t fill your copy with empty statements or overused statements. I don’t know how many places claim to have the “best burger in the Midwest,” but I bet it’s more than just one. Consumers see right through these gimmicks.
- Do write accurately and specifically. The thesaurus is your friend. Use action verbs and unique or specific words whenever possible.
- Don’t offend – unless it suits the situation. Some beer brands can get away with being a little risqué. Grey Poupon mustard can even get away with rejecting Facebook followers, however these are the exceptions rather than the rule.Image may be NSFW.
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Law firms and health services are completely different businesses with consumers expecting a more professional style of message. Know your audience and how they will respond. When in doubt, don’t try it.
- Do appeal to the emotions instead of the intellect. The heart always wins. Sometimes stats and figures can help but emotion is what builds a personal connection to the brand.
Know that you know what to do, how do you get and stay inspired?
Look at the pros- Check out some great advertisements that have been done in the past. Don’t know where to look? Try Communication Arts for recent publications and the Advertising Archives for some older ones.
Create a portfolio. A portfolio is a collection of your own work that displays your hard work, talent, and creativity. This is only your best work, not all of it. This does not have to be limited to ads. Your portfolio can include sketches, photographs you’ve taken, anything you’ve done that you feel is superb. You can also create an ideal portfolio. Pull work from other people that you enjoy or aspire to and keep a collection of those pieces for inspiration.
Create a Wall of Shame. Do not throw out the worst, most embarrassing, terrible ideas you have ever come up with. Instead, treasure and honor them with a wall of shame. These ideas provide a good laugh and can trigger a better idea, or at least some motivation to create something better.
10 Minute Assignment!
You have a mystery product! Come up with at least 10 different copy lines in 10 minutes for the mystery product. Use what you learned in this session to make stunning copy.
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