For many, ad writing can be intimidating. There are so many elements that go into good ad copy — from the creativity needed to come up with an attention-grabbing headline, to the knowledge of how to target your audience and craft a message that speaks to them. Achieving this part is half the battle, so how do we follow these strategies and get the results we want? When writing ads, your target audience needs to feel like they are at the center of your world. You must know who they are, what they want and how to speak their language. And the best fool-proof way to do that is by using the word "you." In this article, we will show you how to write compelling ads that your target audience can't resist — from the basics of ad writing to the very principles that make "you" a moneymaking word in advertising.
How do you Write an Ad?
Ad writing is different than any other type of writing. You have to be able to capture the reader's attention and convey a message in a short amount of time. To do this, you need to understand your audience and what they are looking for. Ad copywriting should be clear, concise and persuasive. It should also be free of any grammar or punctuation errors. The most integral part of ad writing is the headline. The headline is what grabs the reader's attention and urges them to read more. Then there are subheadlines, which elaborate on the main points of the ad. You also have the slogan, which is a short, catchy phrase that sums up the ad's message; the body copy, where you will deliver your persuasive message; and finally, the call-to-action, which gives the reader an action of to do next. Ad writing is a skill that takes practice to perfect, and it's important to remember to keep your audience in mind. Write ad copy that speaks to them directly and tells them what they want to hear. However, writing ads can take up a lot of time and effort. At Wizard of Ads®, we can take on any and all of your advertising needs. We create ad campaigns that drive results, so you can focus on running your business. Contact us today to learn more!
What are the Key Components of an Ad?
An ad is made up of a few key components that work together to create a persuasive message. Here are some of the biggest key components of an ad that you should include in order to build a successful ad campaign.
The headline is one of the most important components in an advertising copy, as it is the first thing that people will see. It is crucial to ensure the headline is catchy and interesting to grab people's attention. The headline should also accurately reflect what the ad is about so that people know what they're getting themselves into. For example, a headline for an ad for a new car might be "Introducing the newest addition to our line-up: the 2017 Ford Mustang!" The ad writing for this headline is enticing and tells you exactly what the ad is about — a Ford Mustang. If the headline was something like "Looking for a new car? Look no further!", it would not be as accurate and would not reflect what the ad is selling. The reader would likely be misled and think that the ad is for a general car search, rather than a specific model. The headline is therefore an important part of an ad because it sets the tone and informs the reader of what to expect.
Sub-headlines are the area of text that appears directly below the headline on an ad. They are there to draw attention to the most important points of the ad and can influence whether or not someone decides to read it. Good sub-headlines will:
- Be relevant to the main headline: They should reinforce what the headline is saying and add additional information that will help persuade the reader.
- Expand on the main message: They should provide more information about what the ad is offering and why it is beneficial.
- Be interesting: They should be able to stand on their own and be something that would make someone want to read more.
- Highlight key benefits: They should focus on the most important selling points and make it easy for people to see why they should be interested.
- Contain important keywords: Including the right keywords in your sub-headlines can help improve your ad’s search engine ranking.
By using sub-headlines, you can make your ad writing more effective and increase the chances that people will take notice.
Slogans are short, catchy phrases that serve as a call to action or summarize the main message of an ad. Slogans should be memorable and often used in marketing campaigns to create brand awareness or drive sales. Some famous ad copy examples of slogans include:
- Just Do It (Nike)
- Think Different (Apple)
- I'm Lovin' It (McDonald's)
- Melts in Your Mouth, Not in Your Hands (M&M's)
Slogans are effective because they are concise and easy to remember. They can also be powerful tools for creating an emotional connection with consumers. When choosing a slogan for your ad, it is important to consider what you want your ad writing to achieve. Do you want to increase brand awareness? Drive sales? Create an emotional connection? Once you know what you want your ad to do, you can craft a slogan that will help you achieve those goals.
The body is responsible for delivering the message and convincing the reader to take action. This is where you include your persuasive arguments, statistics and testimonials. It's also important to make sure your body is well-written and error-free, as it can make or break an ad. To write great ad copy for the body of your ad, start by brainstorming what you want to say. Once you have a solid idea of your message, start drafting your ad copy using the following tips:
- Keep it short and concise: You only have a few seconds to capture your reader's attention, so make sure your ad copy is easy to read and understand.
- Use strong verbs: When writing ad copy, use powerful verbs to create an emotional connection with your reader. For example, "save," "enjoy," or "experience."
- Use numbers and statistics: Numbers and statistics can be very persuasive, so be sure to include them in your ad copy if possible.
- Use testimonials: Testimonials from real people are incredibly powerful and can be very convincing. If you have any testimonials from satisfied customers, be sure to include them in your ad copy.
- Highlight the benefits: When writing ad copy, always focus on the value of your product or service rather than the features. Your readers will care more about how your offer can improve their lives than the technical details.
Including visuals and graphics in an ad is one of the greatest ways to ensure that it will be effective. Visuals and graphics help to convey the message of the ad by providing a visual representation of the information being advertised. They can help to grab attention, communicate complex ideas and make the ad more memorable. Visuals and graphics must be well-designed and correctly implemented to entice an audience, otherwise, they can detract from the ad's effectiveness. To implement eye-catching visuals and graphics in your ads, consider using images, infographics, videos and other multimedia. Be sure to choose something relevant to your product or service that will resonate with your target audience. Keep in mind the overall tone of the ad and make sure that the visuals support it. If you're not confident in your ability to create effective visuals yourself, consider hiring a professional designer to help you out. By including visuals in your ad, you can greatly improve its chances of success.
Ad layouts are important for a couple of reasons. For one, they help to ensure that the ad looks professional and appealing. Additionally, ad layouts can be used to strategically place key components of the ad, such as the headline and call to action, to maximize their impact. There are a few key components that all ads should have. The headline is one of the top key components of an ad, as it is what will catch people's attention and convince them to read further. The call-to-action is also critical, as it tells people what you want them to do after reading the ad. Finally, you'll also want to include some branding or contact information so people know who created the ad and how they can get in touch. With a flawless ad layout, you can create an ad that's both visually appealing and persuasive.
Why “You” is the Most Irresistible Word
As someone who works in or around marketing and advertising, you may have been told at one point or another that mentioning the name of the company at least seven times in your ad is the best way to reach customers. However, the word that’s the most irresistible in the English language only has three letters, and that powerful word is “you.” When your audience sees or hears the word “you,” they become immediately engaged. It puts your ad in the present tense, with the viewer as the main subject and protagonist. It will encourage the viewer to imagine their lives with your product or service, and that’s a powerful motivator. To make the most of this strategy, you need to ensure that every time you mention “you,” it’s accompanied by some sort of benefit. Whether that’s a lower price, a new feature or simply the peace of mind that comes with using a well-established brand, your ad needs to offer something that resonates with viewers on a personal level. Using the word "you" in your ad copy is an excellent way to create a personal connection with potential customers. By putting the viewer at the center of the ad, you encourage them to imagine how your product or service can improve their lives. Although crafting the perfect ad can be difficult, it’s well worth the effort. When you partner with an experienced and talented team of ad wizards, you can bypass all of that trial and error and create ads that are sure to grab attention and convert leads into customers. At Wizard of Ads®, we are just the ad sorcerers you are looking for. If you’re ready to take your advertising to the next level, contact us today!