{"id":89706,"date":"2023-01-22T15:25:00","date_gmt":"2023-01-22T19:25:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=89706"},"modified":"2023-01-25T12:32:35","modified_gmt":"2023-01-25T16:32:35","slug":"how-to-write-advertising-copy","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/how-to-write-advertising-copy\/","title":{"rendered":"How to Write Advertising Copy: The 4 Basics to Know First"},"content":{"rendered":"\n

Want to know how to write advertising copy<\/a>? If you’re just starting out, what are the most important things to know?<\/p>\n\n\n\n

In his book Ca$hvertising<\/em>, Drew Whitman presents a variety of his best techniques for creating money-making ads. According to him, there are four basic aspects to writing advertising copy that every writer should know how to do.<\/p>\n\n\n\n

Read on to learn how to write advertising copy, according to Whitman’s four basic techniques.<\/p>\n\n\n\n\n\n\n\n

Writing Advertising Copy<\/h2>\n\n\n\n

In Ca$hvertising<\/em>, advertising coach Drew Whitman claims he can help you turn any mediocre ad into a money-making machine by letting you in on one big secret: Consumers are only drawn to ads that address their core human needs to survive and thrive. In his book, he offers advice on how to write advertising copy that convinces consumers to buy your product. <\/p>\n\n\n\n

In this article, we’ll summarize Whitman’s four basic techniques for writing advertising copy: creating a well-defined marketing message<\/a>, choosing the right copy length and frequency, posing questions, and using visuals in your ad copy.<\/p>\n\n\n\n

#1: Make Your Message Clear, Specific, and Visual<\/h3>\n\n\n\n

To write advertising copy that sells, Whitman first insists that you make your ad copy clear and comprehensible, specific, and image-based<\/strong>. Let\u2019s look at each of these qualities. <\/p>\n\n\n\n

First, your message must be clear: Your audience must understand what your product does and how it will improve their lives, otherwise your ad will have failed at the most basic level to inform your customer about your product. Use simple, concise language, and always use the casual expression of an idea rather than one that sounds more intellectual. For instance, say: \u201cThis smart watch will track your health,\u201d rather than: \u201cThis wearable tech device will record your physical fitness data.\u201d<\/p>\n\n\n\n

(Shortform note: While Whitman\u2019s recommendation to be clear and comprehensible is likely the best approach for most ads, some products may benefit from intentional ambiguity in advertising<\/a>. Ambiguity creates curiosity and arouses the viewer\u2019s need for answers, making them more likely to seek out further information about the product. Such advertising works especially well in the social media age, where internet users can fuel viral curiosity about a product by talking about it on social platforms.)  <\/p>\n\n\n\n

Second, specific words and figures are more compelling than vague expressions, so always opt for specificity when possible. You might thus write: \u201cSell last year\u2019s clothes you\u2019re bored of for up to $100 per item,\u201d rather than, \u201cSell clothes online.\u201d<\/p>\n\n\n\n

(Shortform note: Being specific in your ads may have the additional ethical benefit of forcing you to be completely honest about your product. If you\u2019re specific, you can\u2019t mislead readers with appealing yet vague promises that end up only being half-true. And transparency in ads builds trust in your brand<\/a>, which benefits your bottom line.)<\/p>\n\n\n\n

Finally, you should create vivid images through your writing because when humans are prompted to have an internal experience of something, that experience occupies their thoughts more and thus influences their buying decisions<\/a> more. You can do this by using strong adjectives and speaking to all five senses, not just sight. Don\u2019t be afraid to be extremely vivid and even dramatic\u2014this will make you stand out from the competition. <\/p>\n\n\n\n

(Shortform note: If you\u2019re struggling to write vivid imagery in your advertising copy, it might be worth considering what modality <\/em>readers will consume your copy through. A modality, according to Tony Robbins in Awaken the Giant Within<\/em><\/a>, <\/em>is a sense that gives you the most vivid experience<\/a>, and different people have different modalities, or senses that they favor. Think about what your product does and what modality users of that product might favor\u2014for example, if you\u2019re advertising a candle store, your customers will likely favor smell over movement. Then, write to that modality by using language that\u2019s specific to it: \u201cOur smartwatch will get you sweating,\u201d or \u201cOur candles will bathe you in aromatic bliss.\u201d)<\/p>\n\n\n\n

#2: Maximize Your Visibility Through Size, Frequency, and Length of Copy<\/h3>\n\n\n\n

Whitman believes you must get your ads in front of as many readers as possible by making ads big, frequent, and long<\/strong>. When writing advertising copy, keep in mind that Whitman says bigger ads garner more attention than small ads, so make your ad as big as you can afford. <\/p>\n\n\n\n

Additionally, running ads frequently helps customers get used to your brand, accept it, and feel aligned with it, writes Whitman. Still, don\u2019t overrun the same ad because excessive exposure can make audiences start to feel negatively about your brand and product. Instead, run similar yet slightly different ads that give the audience variety and slightly different arguments in favor of your product. <\/p>\n\n\n\n

Finally, write long advertising copy because humans associate length and detail of a text with credibility.<\/strong> When an ad has lots of copy and contains many facts, testimonials, or stats, readers believe the ad is credible and the product therefore good. <\/p>\n\n\n\n

Do the Rules of Size, Frequency, and Length Apply to Digital Advertising? <\/strong>

Whitman\u2019s recommendations to make ads big, long, and appear frequently may well work for print advertising, but do these suggestions apply to digital advertising? 

The answer is likely that it depends on the type<\/em> of digital advertising. There are six types<\/a>: display ads, social media ads, native ads, search engine ads, video ads, and email marketing. Many consider search engine marketing to be the most effective of these; this is when a search engine result appears on, for instance, the top of a Google search page (with a note that it\u2019s an ad). But in such ads, you\u2019re severely limited in size and scope of what you can write. 

You might make your ad relatively longer than other search engine ads, but you\u2019re still limited to only a few lines of copy. So your ad can\u2019t be particularly large or copy-heavy. However, you can <\/em>and should run ads frequently<\/a>. It\u2019s particularly useful to run slightly different ads in digital marketing, not just so you don\u2019t bore customers, but also so you can compare the effectiveness of the ads against each other. <\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

#3: Pose Questions in Your Copy to Get Readers Thinking<\/h3>\n\n\n\n

To write effective advertising copy, Whitman says you should use questions, including rhetorical questions, to prompt audiences to think about your product more than they might otherwise<\/strong>. Rhetorical questions aren\u2019t always effective as selling tools, and some feel they never reliably work. However, Whitman contends that rhetorical questions can encourage audiences to simply spend an additional moment thinking about your product, thus cementing its place in their minds. Literal questions can also make readers want to know the answer to the question and continue reading to find it. <\/p>\n\n\n\n

For instance, if you ask the rhetorical question, \u201cWouldn\u2019t life be better with a bag of Mandy\u2019s BBQ chips?\u201d you prompt your audience to reflect on this question, making them think about your brand for a moment longer, and hopefully helping them recall it when they\u2019re in a buying situation. If you conversely ask a literal question, like: \u201cDo you know what peoples\u2019 favorite chip flavor is?\u201d the reader will want to know the answer and keep reading. <\/p>\n\n\n\n

Other Types of Questions to Include in Your Copy<\/strong>

Whitman mentions two types of questions to use when writing advertising copy: rhetorical and literal. However, there are other types of questions you can pose to hook your reader<\/a>. There can be overlap between some of these question types, so you may also consider combining several types into one question. The other question types are<\/a>:

Open-ended questions: <\/strong>These are questions that demand the customer consider a hypothetical situation or reflect on their feelings about something. An open-ended question might begin with:
\u201cImagine you\u2019re\u2026\u201d You should only use these sparingly because you risk losing the reader\u2019s attention. 

Yes or No questions: <\/strong>These are questions that seek to affirm that a reader is following you and adds emphasis to your point. Often, yes or no questions are also rhetorical (\u201cYou want to look youthful and vibrant, right?\u201d). 

A good way to ensure that rhetorical questions are as effective as possible is to keep them simple and be conscious of what stage of buying your customers are in (discussed in an earlier section). For example, if you\u2019re writing an ad<\/a> that seeks to simply get customers to consider buying your skincare product, pose the question: \u201cWouldn\u2019t it be nice to look ten years younger?\u201d not: \u201cWant to target stubborn crows feet?\u201d The latter question is geared toward people who are already avid skincare users. <\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

#4: Use Visuals to Your Advantage<\/h3>\n\n\n\n

Whitman\u2019s final suggestion for writing advertising copy includes how to use visuals to boost the success of your copy. Specifically, this means having a professional designer do your layout, favoring what\u2019s known as an Ogilvy layout, and using many photos of people. <\/strong><\/p>\n\n\n\n

Whitman warns that attempting to create an ad layout by yourself can lead to an unappealing ad that loses sales. It\u2019s always better to ask a professional who knows design strategies and best practices to do this for you. However, you should consider asking the designer to use an Ogilvy layout (made famous by David Ogilvy, the \u201cfather of advertising\u201d): an ad with a photo in the top two-thirds of the page, a headline beneath this, and finally the ad copy, which starts with a drop cap (an especially large first letter). The photo should be of people because humans are naturally drawn to images of other humans. <\/p>\n\n\n\n

(Shortform note: In Ogilvy on Advertising<\/em><\/a>, <\/em>David Ogilvy himself elaborates on guidelines for his proposed layout. First, he says that the photo you choose should suggest a story that piques the reader\u2019s curiosity<\/a>. Ideally, your photo should only feature a single person because readers prefer images of individuals over images of groups. Second, the reason you should separate image and text is that text laid over images can be difficult to read<\/a>. And third, a drop-cap can increase readership by 13%, he claims. Considering the specificity of these recommendations, it\u2019s no wonder Whitman recommends hiring a professional to execute them.)<\/p>\n","protected":false},"excerpt":{"rendered":"

Want to know how to write advertising copy? If you’re just starting out, what are the most important things to know? In his book Ca$hvertising, Drew Whitman presents a variety of his best techniques for creating money-making ads. According to him, there are four basic aspects to writing advertising copy that every writer should know how to do. Read on to learn how to write advertising copy, according to Whitman’s four basic techniques.<\/p>\n","protected":false},"author":19,"featured_media":88703,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[104,103],"tags":[873],"class_list":["post-89706","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-sales","tag-cahvertising","","tg-column-two"],"yoast_head":"\nHow to Write Advertising Copy: The 4 Basics to Know First - Shortform Books<\/title>\n<meta name=\"description\" content=\"Want to know how to write advertising copy? 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