This is our in-house training for content writers.
This video draws from Claude Hopkins's Scientific Advertising, David Ogilvy's Confessions of an Advertising Man and Ogilvy on Advertising, Andy Maslen's Write to Sell: The Ultimate Guide to Great Copywriting, and Victor Schwab's How to Write a Good Advertisement.
These principles are organized into thematic groups for clarity:
Core Principles of Effective Advertising
Brevity and Clarity: Aim for short, concise descriptions packed with value. Avoid superlatives and generalities; specific claims are more credible and compelling.
Focus on Benefits Over Features: Emphasize the benefits each feature offers to the customer, answering the implicit question, "What's in it for me?".
Speak the Customer’s Language: Use colloquial language that resonates with the target audience, based on thorough research or direct familiarity.
Appeal to Self-Interest: Advertisements should address the reader’s selfish motivations, promising a clear benefit or improvement.
Crafting the Message
Headlines and Subheadings: The headline is crucial; it should sell or intrigue enough to engage further reading. Subheadings should continue to sell benefits and facilitate skimming.
Avoid Negativity and Exclusion: Do not use negatives in headlines or content that could inadvertently exclude potential buyers.
Authenticity and Specificity: Use real figures and specific facts to support claims, enhancing credibility and interest.
Engage Emotionally, Rationalize Logically: Present features in a way that allows consumers to justify their emotional decision to purchase with logical reasons.
Visual and Structural Elements
Use of Images: Images should support and strengthen the selling argument, not just decorate or attract attention. Close-ups can enhance desire for the product.
Readable and Inviting Format: Employ short paragraphs, bullet points, and frequent, bold subheadings to make the description easier to read and engage with.
Long Copy Versus Short Copy: Longer, interest-holding copy tends to perform better, provided it remains engaging and relevant to the reader.
Psychological and Emotional Appeals
Create a Sense of Ownership and Inclusivity: Suggesting personal ownership or belonging can increase appeal. Avoid focusing solely on niche benefits that exclude the majority.
Positive Framing: Showcase the positive outcomes of using the product rather than the negatives it avoids.
Emphasize Improvement and Aspirations: Highlight how the product enhances the customer’s life, status, or happiness.
General Do's and Don'ts
Avoid Cleverness for Its Own Sake: Creativity should serve the goal of selling, not distract or detract from it. Copy that's too focused on being witty or clever might fail to convert.
Maintain Interest to Propel Action: The copy should maintain the reader's interest to the point of purchase with compelling, benefit-laden narrative.
Understand and Leverage Consumer Desires: Recognize and articulate how the product aligns with or fulfills universal desires, such as gaining health, saving time, or acquiring prestige.
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