- Advertising is most effective when it’s easy to understand. Keep it simple and straightforward.
- The first sentence of copy should repeat the main benefits and back them up with proof.
- Stay light, lively and pleasant in copy tone. Try to make it sound like a conversation.
- Use simple words. The more syllables in a word, the slower the reading process.
- Break copy into short sentences, a max of 17 – 20 words. Paragraphs should also be kept short.
- The lead paragraph should be the shortest one, with the strongest punch.
- Include just enough information to persuade your prospect to act on the offer.
- Think about who the customer is when you write copy. Speak to their lifestyle, emotions, desires and concerns.
- Before writing copy for an ad, list the selling points you want to include. Organize them in a clear logical, persuasive, list.
- Avoid using gender if something is aimed at both men and women.
- Length of copy depends on several things. How new is the product? Have people seen it before?
- Read your copy aloud to ensure it makes sense.
- Be as specific with copy as possible. It’s better to tell the reader what colours are available rather than say “assorted colours”.