Copywriting for Greatness - Building the Better Ad
Related Searches
By [http://ezinearticles.com/?expert=Timothy_Crawford]Timothy Crawford
There's nothing like the marriage of great copy and a great graphic. People smile at the first glance. Breath is bated. And then, the magic happens:
They get it.
They feel it.
Homerun!
Heck, I get misty just thinking about it.
The result of great graphic and copy domesticating creates synergy. Will this union go on to bear fruit? Well, that depends on the message the creators were trying to send. The desired outcome should be planned beforehand. Great ad creation shouldn't be a Vegas wedding.
No whims.
No liquor induced nuptials.
Responsibility and planning are the keys to creating the great ad, and with that, allow me to segue into ...
3 Tips for Creating better if not great ads
1. Understand what you want the audience to do
No matter how great the ad, there's no ad by itself that will influence someone to run out and buy a Ferrari. That is unless they were on the verge of buying one anyway. In most cases you simply want to inspire enough emotion that the viewer goes to the next stage. A Ferrari ad has probably done its job if the reader/viewer reacts: "that's it - A FERRARI" Think funnel. It's true the desired result should be clearly indicated by the client, but it's your responsibility to make sure you fully understand the intended result. There are times when you want them to run out the door with lit ovens and the whole nine yards. If you know which universe your operating in the better chances you have of delivering the goods.
2. Get to know your clients business as best you can
Knowing the business will give you valuable insight on the overall vibe you want the work to exude. Sure, be creative, but having a basis for how far to push the envelope should be based on what address said envelope will be shipped to. An ad about dentures should have a different vibe than an ad for computer speakers. Just remember sometimes the nuances are much harder to recognize. Some folks prefer not to know anything and to march off into creativity blind. I say know as much as you can and then march off. Taking my advice at least you'll leave knowing what you left behind.
3. Play your position
Embrace the position of the product, service or cause. I'm a firm believer in connecting with the audience emotionally. Honesty is always best. People dig honesty. Honesty makes the tiny hairs on your arm rise. Honesty gives you that tingling sensation in the back of your neck. Honesty should be embraced. Too many times, the little guy pretends to be the big guy. Accept your pith and use it to your advantage. See the Avis ads. The whole "We try harder" concept came from the embracing of Avis's number 2 status beneath Hertz. Using the "Honest Factor" effectively has closed that margin big time. The Little Guy versus the Big Guy is as timeless as David and Goliath and people never grow tired of it. It's Rocky on wheels. Want another example of positioning? One word: Apple. 2 words: Think Different. Apple's success isn't just in the products it's in the positioning. Apple ad's are great because they embrace a culture and communicate it simply. On the flipside, being big shouldn't be a disadvantage. Big guys can send the emotion of security, reliability and durability. The goal should always be to accept who you are and not try to trick your audience. Consumers are much to savvy for tricky advertising, besides if you get the ad right no bending of the truth will be needed.
My name is Timothy Crawford. I write stuff. Thanks for reading.
Timothy Crawford is a professional copywriter, consultant and speaker. For more tips visit his website at: http://www.timothycrawford.com
For marketing and advertising book reviews go to: http://www.squidoo.com/ADGameBooks
For my advertising, marketing and copywriting blog go to: http://www.timothycrawford.com/blog
Article Source: http://EzineArticles.com/?expert=Timothy_Crawford http://EzineArticles.com/?Copywriting-for-Greatness---Building-the-Better-Ad&id=876395
Related Searches
Content Or Passion: Balance In The Writing Journey
Is it better to participate in content writing or write for magazine publication?
The Importance of Effective SEO Web Design Content
There are several factors to keep in mind when writing content for a website The most important consideration when writing content is to optimize it for web searches
Neighborhood America's New Partnership with The Content Factor Delivers Compelling Content for Online Communities
Neighborhood America partners with The Content Factor, an Atlanta-based marketing and copywriting agency, to compliment its award-winning social networking solution for enterprises. When creating compelling content for online communities is a challenge, the partnership enables Neighborhood America clients to benefit from a firm that focuses on original messaging and creative writing.
5 Must Known Facts for More Effective SEO Copywriting
5 web content writing secrets revealed for more productive web content writing. Writing for websites is not at all like writing for other purposes. There is a method and a style that works best for web, and other writing styles just dont do as well. These differences are not difficult, but you do need to know the rules, or the SEO copywriting services you look for need to use these rules in their writing style. The following are 5 elements that most good SEO copywriting service companies use in their content publications.
Writing a Business Plan - 8 Ways to Catch the New Wave
Writing a business plan can be pretty tedious There's the cover, the table of contents, some 20-25 pages of content and the back cover
SEO Copywriting Services - Outsource SEO Copywriting Services To India Or Not
Search engine copywriting is virtually all about crafting content for your website. It has to be written in such a way that the content becomes search engine friendly. Because the search engine is essentially a doorway through which traffic from the targeted audience becomes centered on a specific web site. With this in mind it then becomes vital that the web site must have a content which is attention-getting and effective.
Content Is King! Build Your Internet Marketing Kingdom Through Strategic Copywriting.
Content is King! Build Your Internet Marketing Kingdom Through Strategic Copywriting.
SEO: How To Research And Uncover The Most Profitable Keywords.
What is SEO copywriting This is where you take keywords, and you work it into the text that you are writing
Learn How Article Marketing Can Make You Money
Most authors write articles with a specified purpose in mind They were probably hired by someone for content generation, or need to write articles for their blog or website
Seo - What Is Seo Copywriting?
For those of you unfamiliar with the term SEO copywriting, the acronym SEO stands for search engine optimized copywriting. This refers to the craft of writing text on a page in a way that is readable to both surfers and search engine spiders. The ultimate purpose of SEO copywriting is to elevate your site's ranking in the search engines through the incorporation of targeted keywords and keyword descriptions that are found right in the body of the text on your website.
SEO Content Writing Points to be Considered for Effective SEO Content Writing
Think about the total amount of websites on the Internet. A quick search indicates a number of more than 108 million. But now, consider how many of those will interest you and keep you coming back throughout your entire life? For most people that number averages between 50 and 100. There may be websites they use for a certain period of time, but the ones that they go back to all have one thing in common: great content. And naturally, that is due to great content writing and a passion for that particular subject.
Copywriting - Write Ads That Get Customers And Cash Fast
Basic copywriting skills are essential for any business owner You can write an ad today, have it published in newspapers or online tomorrow and will get sales the same day
Freelance Writing Gold - Copywriting For Success And Income
Many competent writers shy away from copywriting However, the ability to write copy for businesses is a vital skill for a high freelance writing income
The Lost Art Of Fundamental Copywriting
What ever happened to good old fashion, fundamental copywriting? Has anyone seen AIDA? I mean, before you can run, you first have to learn how to walk, right? Yet, I see it over and over again. Marketers who can't even write a simple headline are trying to "hypnotize" readers with "psychological copywriting," because that's what a few of today's copywriting experts are telling them they should do!I'll let you in on a little secret.
New SEO Copywriting Marketing Packages Leverage Social Media and User Generated Content Sites
SEO copywriting company launches three new content marketing packages designed to bring websites maximum online visibility and build quality backlinks.