Remember when you used to daydream about what you wanted to be when you grew up? Maybe you wanted to be a doctor-delivering your knowledge to fight disease. Or, perhaps, you dreamed big. Maybe you wanted to be a rockstar-the next king of rock n' roll. Or maybe, just maybe, you wanted to be a writer. The job of an ad writer is to come up with creative ways to sell products and services. But let me tell you...it's fantastic. From the moment you wake up in the morning, your mind is racing with ideas. You think about the new ad campaign you're working on for your client and how you can make it better. You jot down a few notes, and then it's off to the races. You spend your day coming up with clever taglines, writing informative and persuasive copy, and designing eye-catching visuals. And when it's all done, you get to see your work come to life on TV, in magazine or online. It's a pretty great gig if you ask me. But it's not all fun and games. There's a lot of pressure that comes with being an ad writer. You're constantly trying to develop new ideas that will grab people's attention and get them to take action. And sometimes, it feels like the whole world is watching to see if you can deliver. But how do you get there in the first place? You actually may have experienced it yourself.
Becoming an Ad Writer
A writer is born the moment a pencil is forced on you in elementary school. And whether you like it or not, you will continue to be a writer for the rest of your life. Whether you're jotting down a grocery list or penning the next great American novel, you are using your writing skills. "But I'm not a good writer." Truthfully, no writer starts off great. In fact, most of us are pretty terrible when we first start. The reason most successful writers are successful is because they kept at it. Like any skill, the more you practice, the better you become. "I don't have time to write. "This is probably the most common excuse for not writing. We all have 24 hours in a day. If you want to be a writer, you'll make time to write. Why else would you be reading this article? "I don't know how." Learning how to write an ad is the first step toward becoming an ad writer. This, however, doesn't always require sitting in a classroom. In fact, reading your favorite book can be the best way to get started. Aside from providing great stories, books can also teach you a lot about how to craft an effective ad. For instance, you can learn about storytelling, tone, word choice, and more. Once you've learned what effective writing looks like, the next step is to start writing yourself. From short stories to full-blown campaigns, there's a lot you can do to get started. And, if you keep at it, you'll be well on your way to becoming a memorable ad writer. After all, what's an ad writer if they can't sell their product?At Wizard of Ads®, we use disruptive methods to build household name brands from the ground up. From start to finish, we employ an outside-the-box approach that's sure to capture your target audience's attention. If you're looking for ad writers who dream like rockstars and deliver like doctors, book a call with Ryan Chute of Wizard of Ads® today.
Methods of an Ad Writer
When it comes to writing ads, time is money. And while we're not doctors, we know a thing or two about memory. To effectively advertise your product or service, you need to tap into the collective memory of your target audience. What does that mean, exactly? You must create a memorable ad to ensure your target audience remembers your product or service. It's not enough to simply write an ad and hope people will remember it. In an age where people are bombarded with information, you must make your advertising stand out from the crowd. So how do you create a memorable ad? You make a lasting impression.
Working memory is the most common type of memory in the cognitive system. From remembering where you put your keys to recalling your grocery list, your working memory is constantly being taxed. Working memory, however, is temporary. The information is only stored for a short time before it is forgotten. When writing ads, your content must be memorable enough to stick in someone's working memory long enough to take action. That's why it's important to avoid creating an ad that blends in amongst the noise. If your ad looks and feels like every other ad out there, chances are people will quickly forget about it. Let's face it, sticky notes eventually unstick. To create an ad that will be remembered, you need to make it stand out. Thankfully, there are a few ways to do this.
Semantic Declarative Memory
Semantic declarative memory is a type of long-term memory that stores general knowledge. It allows you to remember that the capital of France is Paris or that a cat is an animal with fur. In other words, you don't need to consciously think about these things because they're already stored in your semantic memory. In fact, you may not even know where you learned this information in the first place; you just know it. To create an ad that will be remembered, you need to tap into this type of memory. Many ad writers use facts and figures to make their ads more memorable. For example, they might list the features of their product and the benefits it provides. Semantic declarative memory alone, however, may not be so helpful for making the sale. Who wants to invest in a product or service that is just a list of features and benefits? To create an ad that is truly memorable and effective, you need to connect with your audience. You need to create an ad that will be remembered for its content and the brand it is associated with. You need emotion.
Episodic Declarative Memory
Episodic declarative memory is another type of long-term memory that takes place in the brain. Unlike semantic declarative memory, however, episodic declarative memory is defined by emotion. In other words, it captures both the factual information of an event and the emotional connection to it. For example, if you remember your first date with your significant other, you rely on your episodic declarative memory. The same goes for remembering what you did on your birthday or the first time you met your best friend. This can be very powerful in advertising because it can create an emotional connection between the customer and the product. By forming a connection with the customer on an emotional level, you can create a more effective and persuasive message. Your short-term goal as an ad writer is to acquire this type of memory. Why? Because it is the most influential and important type of memory when it comes to persuasion. Your ultimate goal, however, is to turn long-term persuasion into action.
Procedural memory is a type of long-term memory that is responsible for remembering how to do things. It's the part of your brain that allows you to ride a bike, drive a car or cook your favorite recipe. In other words, this type of memory is often unconscious and automatic. You don't have to think about how to do these things; you just do them. As an ad writer, your long-term goal is to tap into this type of memory. You want your audience to remember your product or service in an unconscious and automatic way. With this, you must generate a compelling, creative message that impacts your audience logically and emotionally. Brands that can do this effectively are usually the ones that people remember and continue to use for years to come. But how do you create a message that will be remembered?
Reliability and Repetition
When it comes to creating a memorable message, there's no one-size-fits-all solution. From tapping into emotion to presenting the facts, there are various ways to make your message stand out. However, one thing all great messages have in common is the ability to connect with the audience personally. But how can you connect with someone you've never met? Salience and repetition.
The salience, or importance of your message, is what will make it stand out in the minds of your audience. This can be achieved in several ways, but the most effective method is to make your message as relevant as possible. How does your product or service benefit them? What need does it fill? Answering these questions will help you create a relevant and helpful message. As a result, it will be remembered more easily. In addition to making your message relevant, you can also increase its salience by making it novel or unexpected. This could involve using unexpected words, vibrant images, or unusually presenting your message. Whatever method you choose, the important thing is to ensure that your message stands out from the rest. Only then will it have a chance of being remembered.
In addition to crafting a memorable message, you can also increase its chances of being remembered by repeating it. In fact, research has shown that repeated exposure to a message increases the likelihood that it will be remembered. If you want your message to stick, you must find ways to keep it in front of your audience. One way to do this is to use multiple channels to deliver your message. For example, if you primarily use email to communicate with your customers, try supplementing your messages with social media posts. In fact, you may even want to consider mailing out physical mailers. By delivering your message through multiple channels, you'll increase the likelihood that it will be seen and remembered. Remember, however, that time is money. In other words, the more you repeat your message, the more it will cost you. So, ensure you're strategic about the channels you use and the frequency with which you use them. After all, becoming a black belt ad writer isn't about writing more ads. It's about writing better ads.
Becoming a Black Belt Ad Writer
When you used to daydream about what you wanted to be when you grew up, you likely didn't think about the journey you'd take to get there. Like all children with big imaginations, you were focused on the destination. The fact of the matter is that the journey is just as important as the destination. In order to be a successful ad writer, you need to enjoy (or at least endure) the process. I think that it is inevitable that you will publish content that isn't at the top of your game from time to time. It might be this way for a month or even years. The worst thing you can do, however, is give up. In fact, a lot of ad writers give up at this stage. In order to be a successful ad writer, you need to, you guessed it, write. Write a story about your day. Write a blog post about your favorite vacation spot. Write an ad about the benefits of using your product or service. The point is you need to keep writing. The more you write, the better you'll get at it. And eventually, you'll start producing some truly remarkable, memorable copy that delivers success. After all, black belts in karate don't achieve their status by accident. It takes years of training and dedication to reach that level. So whether you want to be an ad writer, a rockstar or both, remember this one thing: Keep going. The fantastic world of an ad writer is one where creativity, practice, and innovation are key. So if you're ever feeling stuck, keep writing and see where the words take you. Who knows? You might just surprise yourself. At Wizard of Ads®, we understand the importance of memorable copy. That's why we've assembled a team of experienced ad writers equipped with the skills and knowledge necessary to produce groundbreaking content. Your journey to becoming a successful ad writer starts here. Book a call with Ryan Chute at Wizard at Ads® today!