Guide to Better Ad Copy From Typeface to Content

Advertising copy, it could be argued, is more important than the overall design, colors, or images. Copy is what sells. Good copy takes the reader from interest, through desire, to action. To write better advertising copy you have to learn to speak directly to your audience, and do so in a way that is easy to read.

Know your audience.

First, get to know your audience. Research your best customers. Who are they? Where do they live? What are their hobbies, ages, etc.? Make a list of any attributes that might be useful to your business. Write copy that appeals specifically to those people. If you are writing for high school students, for example, your copy will be very different than if you are trying to reach people of retirement age.

Keep the message simple.

Your advertisement should focus on one offer or event, so that readers know exactly what you want them to do. Even if you are writing copy for a large poster or a brochure with multiple panels of information, you still need to focus on that central idea. All of the benefits to the customer and any special offers should point to this same message.

Use spacing to your advantage.

Bullets and short sentences make your copy easy to read and understand. Images placed appropriately throughout the text keep it clean.

Be direct.

Speak directly to the reader rather than in general statements. Use the pronouns “you” and “your” rather than “they” and “everyone.” A conversational tone will make you seem more approachable to consumers.

Spend time on the headline.

The headline is what draws people in and beckons them to read the advertisement. Without a strong headline, you don’t even have the chance to make your case, so tell people up front the benefit they’ll receive by doing business with your company.

Choose your font wisely.

To choose a font that fits your ad, you need to consider a few factors.

• Font size

  First, consider the size of the advertisement. If you are writing an ad for a poster, find a font that looks good on a large scale. You may 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, like a 4 x 6 postcard for example, your main focus should be readability since the words will appear much smaller.

• Font formality

  Determine the level of formality needed for your piece. Some fonts look more formal, others more casual. Choose a font that fits both your company and your message.

• Font feeling

  Another consideration is the feeling you want the reader to have. If you want to generate excitement, look for a font with strong lines and a feeling of motion. If you want to portray trustworthiness, look for a more traditional font.

Don’t forget to proofread.

Never forget to proofread. A flawed ad will only be remembered for its flaws, but a perfect ad will be remembered for its message.

Well-written copy is essential for advertisements on posters, brochures, magazines or billboards. Stick to the rules in this guide to better ad copy and your ad will be a success.