There is a big difference between perfect prose and effective copy and, like most skills, it takes both talent and practice to achieve perfection.
As you might expect there are some basic rules to adhere to but, ironically, it’s the people who learn to break the rules who develop into the best copywriters. Without wishing to be like a magician breaking the code of the Magic Circle, I will try and reveal a few of the mysteries of writing killer copy or, in other words, creating copy that sells.
Let's start at the beginning or, in copywriter's speak, the “header”. Advertising guru David Ogilvy once said “80 per cent of the effectiveness of an ad is directly attributable to its headline. Therefore, 80 per cent of the effort put into the creation of an ad should be spent crafting the headline”.
Be creative but don’t be cryptic. It’s good to create interest and draw the reader in with clever use of metaphor, simile, alliteration, homophones or even oxymoronica, but only if it makes your message more credible. Don’t over complicate the message, as I just did.
It’s crucial to understand the dynamics of reading or, more importantly, how pages are scanned and visually edited by the reader. Extensive research has been conducted into this and the simple rule is that the eye focuses on the top right-hand corner, switches top left and then scans out a Z shape to the bottom right. Use this Z principle to position and place key information into prime spots. If the offer is price led, then put that price..... top right.
Do you remember what I said about learning to break the rules? Well, don’t write an ad the way you would a business letter, relax and write the way you would speak. Similarly, write in the vernacular of the audience you are trying to reach. For example, talk techie jargon to programmers or, if they are businessmen, phrase in business terms. Always write in the first person and use the words YOU and YOUR as liberally as possible to establish a reader relationship.
Which works the best for selling first class tickets?
Travel first class and arrive in style
or
Travel first class and buy yourself room to think
Space alone is no incentive to buy, but room to think and, therefore, arriving prepared is a precious commodity.
Don’t describe what the product does, describe how the reader will benefit from it and don’t be afraid to list these benefits as bullet points. Bullet points are an undervalued weapon in the copywriter’s arsenal, they provide quick reference or an instant hit for scan readers who will quickly decide whether this ad interests them or not. Expand on this idea by producing “skimmable text” whereby key points are emboldened or enhanced in such a way that the reader can distil the main points and essential features of the ad quickly.
So, which is the most effective, fantastic creative or a strategically designed ad?
The answer is both, but many designers give very little attention to the latter. In my opinion the trick is to know when and where to use each skill. If its objective is raising brand attitude, then great design is memorable. On the other hand, if the purpose of the ad is to uplift sales, then every item in the composition of the ad should be either a carefully positioned sales trigger or a call to action.
Remember, you only get a small window of opportunity to make your ad sell...