Article Summary:
42 elements to consider when writing ad copy.
Over the last 20 years, I have read thousands of ad copies online and offline. Some were excellent that convinced me to buy right away and some had a decent product but poor ad copy that turned me away.
All this reviewing and making many of these same mistakes taught me some very valuable points of writing ad copy. One key I found was to keep changing and testing your copy. Don't just write one and stop. And never give up, they only get better as you go.
Here are a list of 42 elements that need to be in a good ad copy:
- a compelling headline
- believable testimonials
- sub headlines
- attractive benefits
- features
- strong guarantees
- asking or answering questions
- proof of benefits offered
- contact information for questions
- endorsements
- conversational writing
- short sentences
- deadline to order
- free trials
- no spelling mistakes
- no grammar mistakes
- text needs to be readable and not too light
- background cannot be too dark it makes your readers squint
- the copy needs to blend together and flow from one point to the next
- add breaks in ad copy, usually wherever you would take a breath when you read out loud
- use bullets
- don't put anything in all CAPS
- multiple ordering options/methods
- add some visual aids
- compare yourself to the competition
- reminding of benefits or deadlines several times (3-4)
- information about your business
- add appealing adjectives
- add appealing phrases
- font size too large
- font size too small
- need emotional appeal
- paragraphs to large
- tell stories to make your points
- add underlining or bold to keywords
- ad copy too short
- ad copy too long
- add facts or case studies
- leave the jargon out
- add free bonuses
- price too low people will not buy
- price too high people will not buy
Now not all of these elements will apply to every copy you write. This is a list for you to use in the future. If you already have copy written, go down the list and compare it to your copy. What elements are included, what aren't.
Catherine Franz, is a syndicated columnist, author, radio talk show host on marketing and business, International speaker, and master business coach. For more information, visit AbundanceCenter.com or LetsTalkMarketing Show.com.
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