Print Ads
Pointers
on writing effective ad copy that sells . . .
It is often said that good advertising is that which can sell. This is true so far as it encompasses sales not limited by monetary transactions. An ad not only sells products and services it can also "sell" an idea or an image, as is the case with any branding exercise.
Effective ads are also based around an interesting insight. While humans are logical beings, the fact that an emotional ad is likely to have a more long lasting effect still holds true. Hence a perfect ad not only provides a logical reason to buy and all other relevant information in a transparent and true manner, it also plays on audience sentiment.
Many copywriters live by the AIDA formula when it comes to writing ads. That is, an ad must grab the reader's attention, must continue to maintain reader's interest through the body copy, must evoke a desire to purchase the offering and must eventually be strong enough to make the reader take action on this desire.
While there is no checklist one can follow blindly when it comes to ads, a copywriter would do well to follow some basic principles.
- Firstly, start off the writing project by clearly defining the ad objective.
- Next concentrate on writing a killer headline and sub-headline that grabs the reader's attention and makes him or her read on.
- The body copy of an ad would typically flow seamlessly from the headline itself.
- The final step in any advertising is to test the effectiveness of the ad with a relevant target group and then modify the ad according to test results.
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Proposed print ad for Salvation Army
Website, print ads and posters for Andrea Reimer 2004 - 06
Volunteered time to help out fellow renters in Vancouver. Messaging, design, website and artwork for a various of Renters At Risk campaign materials. Over 150 people attended the rally. Campaign success as newly-elected Vancouver city council examines developer permits suspected of evicting tenants for profit.
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