How to write a good advertisement
Creating communications that capture the attention of your reader
Writing high quality advertising copy requires a certain level of respect for meticulous rules, starting with an excellent knowledge of the product you are trying to sell. This is as true today as it was in the 1840’s, when How To Write A Good Advertisement: A Short Course In Copywriting was published for the first time. Even though today’s business landscape is radically different, the tips assembled in this guide to writing promotional material are current, and perfectly applicable to copywriting today.
Many useful tips to:
- Learn the timeless rules of advertising communication.
- Discover the key steps to follow to write an excellent advertisement.
- Attract the reader and lead them to your end goal.
People don’t have time to read long winded content, so their “reward” for taking the time to read an advertisement should be highly noticeable
Let’s start with the numbers: a person will read four adverts in a magazine; to read an entire magazine, it takes at least fourteen hours; according to a survey carried out for the National Association of American Advertisers, over 66% of businessmen and professionals spend at least fifteen minutes or less reading daily newspapers.
Simply put, adverts have to compete with a huge quantity of content and a scarcity of time, so as Arthur Brisbane puts it, they have to be “easier to read than to skip”. To make this happen, companies have to offer a “reward-for-reading” that is so tempting that people will want to read them. A good ad has five characteristics:
- it attracts attention;
- it offers an advantage;
- it explains the reasons for the advantage;
- it persuades you to take the advantage;
- it asks you to carry out an action.
The key ideas of "How to write a good advertisement"
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