Guide to Better Ad Copy From Typeface to Content
Advertising copy is more important than the overall design, the colors, or the pictures. Copy is what sells. Good copy takes the reader from interested, to desire, to action. To write good copy you have to speak to your audience in a way that is easy to read and communicates directly to the reader.
Know Your Audience
Research who your best customers are. Make a list of their attributes. Then write the copy in a way that appeals to them. If you are writing for high schoolers, your copy will be very different than if you are trying to reach people of retirement age.
Keep the Message Simple
Only make one point or offer per advertisement. Whether you are writing copy for a large spread as with poster printing or several panels such as with brochures, do not try to say too much. All of the benefits to the customer and the special offers should relate to the same point. And be sure to break up text with bullet points.
Use Clear Language
Use short sentences and avoid industry jargon. You want the copy to be easy to read and easy to understand. Do not use obscure vocabulary or talk down to the reader.
Be Personable
Speak directly to the reader. Do not over-generalize. Use the pronouns you and your rather than they and everyone. Using a conversational tone will make you more personable to consumers.
Spend Time on the Headline
The headline is what draws people in and gets them to read the advertisement. Write a headline that grabs attention in six to twelve words. It is better to be direct than use puns or riddles. Tell people up front the benefit they can receive by doing business with your company.
Font Size
To choose a font that fits your ad, you need to consider the size of the advertisement. If you are writing an ad for poster printing, you need to find a font that looks good blown up; you will also be able to get away with a fancier font because the larger size will make it easier to decipher. If you are writing for a small ad, you will need to use a less elaborate font to keep it readable.
Font Formality
You will also need to consider the level of formality needed. Some fonts look more formal, others look casual. Choose a font that fits both the company and the message.
Font Essence
Another consideration is what feeling you want to give the reader. If you want to generate excitement, look for a font with strong lines and a feeling of motion. If you want to seem trustworthy, look for a more traditional looking font.
Poster or brochure printing, magazine ads or billboard, no matter your type of advertisement, all must contain good copy. Stick to the rules of ad content and typography and your ad will be a success. And never forget to proofread. A flawed ad will only be remembered for its flaws, but a perfect ad will be remembered for its message.
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