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For all of us involved in advertising the challenge of producing that one piece of copywriting magic that sends our sales soaring is never far from our minds. Face it, copywriting is not all about aesthetically pleasing language, it is about sales. The most aesthetically pleasing copywriting is not necessarily the most persuasive that will produce the greatest sales. More often than not, simple is what produces the most sales. This in no way implies that you should abandon your artistic abilities when writing your ad copy.
Great copywriting demands discipline, imagination, creativity and hard work. You will not become a great copywriter overnight. Even for the best of us, it takes time to master the skill of ad copywriting. With hard work, dedication and purpose you will be able to acquire the techniques that will have you producing great ad copy:
In this article you will learn about the pitfalls you must avoid if you wish to improve your ad copy:
1. Wrong or Misleading Information
There is nothing worse than an ad copy that misrepresents it products or services. The only person it hurts is you. Yes, you make a few quick bucks but misleading information will eventually destroy your credibility.
Solution:
Thoroughly check the facts of your copy before submitting it.
2. No call to action
Many times we produce great ad copy be omit the call to action. You must tell your readers exactly you expect of them, whether to sign up to your mailing list or buy your product. The call for action is what turns visitors into customers.
Solution:
State precisely what action you want from your readers
3. Sexist language
Sexist or gender specific language can be offensive to people and will only serve to alienate your readers.
Solution: use gender-neutral phrases. Use of plurals is also recommended
4. Alienation of Readers
Your audience should always be the primary focus of copywriting and thus your writing style should reflect that of your audience. Unnecessary words and phrases will confuse your audience and take the punch out of your ad copy.
Solution:
Avoid the use of technical jargon. Simplicity is the key to effective communication. Make sure your copy is concise. Don't speak over the heads of your readers or try to impress them with words and phrases they do not understand.
5. Emotionless Language
Emotion is the central nervous system of copywriting. People buy on emotion not words. Bland copy does not appeal to the emotion of your readers. To write emotionally charged copy that creates an attachment between your readers and products you must first understand your customers needs, moods, personality and desires.
Solution:
You must try to understand what motivates them into buying your product. Get to know your customers and understand what motivates them into buying your product. Appeal to the emotions of your readers. Emphasise with your customers.
If you keep those tips in mind when preparing your ad copy, you will see significant improvements in your copywriting.
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President and CIO of Business Management Consultants and Caribbean Vacation and Holidays and co-publisher of eXplosion! an ezine which provides advice to small business entrepreneurs. She is the co-founder of Caribbean Single Market and Economy (CSME), a blog, which discusses the CSME.
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