How To Write Eye Grabbing Advertising Content?
Le T. Anh
In order to write an effective advertisement content to grab reader's attention at the first sight, make them flicker through the brochures and fliers like flipping through a magazine not depending on how they will read with concentration. It does not necessary that they need to read all the word of the advertisement; but each line of the ads should be effective and passing out a message. That means it does not necessary to be logically, but it should be creative.
Firstly, the ad should reveal only relevant and specific content. Some copy writers fear about missing out some information and try to write as much as they can. This will only waste of expensive advertising space and disinterest the reader. The reader usually skipping lines between and there is a possibility that they may read from bottom to the top. A word that sell always help with the content. Nevertheless, the content should be organized by the way that start with heading at the top, body in the middle and the end is conclusion.
The main points can be written as sub-headings, in bold font. The body following the sub-heading should discuss the sub-heading. If the product is to be discussed from the technical point, it should not be so technical that it sounds like a foreign language to a common man.
Chucking is another technique that can be used. Chucking is writing small stories with conclusion at the end. They can either have or not have connection between themselves. It is better if they aren't connected, because it won't require the reader to go back to a previous chuck in order to understand the present chuck he is reading. This works quite well when there are pictures in the advertisement and the chuck illustrates the picture. The two-dimensional picture is speechless unless some well-chosen words talks about it and motivates the customers.
For maximum extent of the ads, spelling mistakes should be eliminated. Miss spelling reflect poor quality and makes bad reputation to the customers. The design should speak clearly and loudly about the organization being discussed.
The next step should be writing information about contacts so as to buy the product; detailed forms are big turn-off. Contact information, postal address and website URL should be clearly specified. Also include whether the business accepts cash, check or credit card. Another thing to be taken care of is the contact information, which is usually written on the forms, which have to be mailed. It is better to write them on the advertisement also so that the customers can save it for future reference.
Once the final content is done, you should re-organize it. It is dependent on the demand of the products, arrange them in hierarchy, especially when designing a brochure because each of the products should get the clarification and attention they deserve.
It is a good habit to write down procedures, which have been applied to every kind of advertisements written. And also save the information like what customers were targeted with what kind of advertisements, to use to the same kind of logic the next time to similar customers.
Nothing worst than an advertising that does not sell.
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