Years ago, H.M. Bourne, Advertising Manager of H.J. Heinz Company, when describing simplicity in advertising copy, said the finest kind of simplicity is the straightest line between the writer’s selling thought and the reader’s buying interest.
Writing good ad copy is hard because it has to be simple.
We, consumers, see so much advertising everywhere, day and night. Each of the thousands of ads in our daily lives are fighting for our attention. We come oblivious to it. If the ad does not catch our eye, we ignore the ad.
What is an ad writer to do?
First thing, make sure the picture (visualization) tells the story.
The headline dramatizes it.
The ad copy should then explain it simply and effectively. People will read long advertising when it is really necessary to tell the story.
But the first object of an ad is to hit the bull’s eye. Get the reader to see the product name, the picture and an active headline.
Stated simply, the picture attracts people. The headline brings them in. This is why so much emphasis is or should be placed on writing a powerful headline. A good headline is half the battle.
A headline that shouts without saying anything is like a loud speaker in a school for the deaf.
After the headline, comes the message itself. Simplicity is the rule. Tell the reader a story. Don’t give him a college lecture. Simple, short words. If the reader needs a dictionary to understand your message, you have lost.
Your story should relate to the reader’s experience. It makes your story more believeable and not just a theory. Relating to the reader also helps “unsell” the reader from the product the reader currently uses.
And finish your story strong. Don’t let the last couple of sentences wimp out. You want the reader to take action. Not yawn and take a nap.
You are writing an advertisement. Make the ad be proud of itself!