ad copy

The words in an advertisement are called the ad copy. It is written by a copywriter. Unlike regular writing, an ad must get the reader’s attention, hold it and persuade him to act – and do it all in a few hundred words or less.

Ad copy has four parts (the examples are taken from a 1967 Corvair ad):

1. Headline: This must catch the reader’s attention. The ad’s picture or opening scene should do the same and may work with the headline or take its place. Example: “What a pity some people go a lifetime without ever choosing a car just because it’s a pure joy to drive.”
2. Body: This must deliver on what the headline promises. It must back up any claims it makes. It must hold the reader’s interest, inform and then persuade to action. You do this by making clear how taking the action you want will help your reader. Example: The Corvair ad tells you what joy a Corvair is to drive and then gives some other reasons to buy one.
3. Call to action: Few readers will do as you say, but fewer still will do it if you say nothing. In many ads, however, it is clear what the action should be so it is left out. Example: This ad wanted to end with the price, which it saved for the very end, so the call to action was left out. But the ad does put the idea of a road test into your head. An ad like this could have ended with, “Visit your dealer now and check out the new Corvair”.
4. Closing: This should show the company’s logo, name and and slogan. You might also add a telephone number, price or web link here. Example: GM and Chevrolet logos are shown and then: “’67 Corvair, the rear-engine road car. Priced to sell at $2000”.

There are no magic rules for writing ad copy and what rules there are can be broken to effect by an experienced copywriter. That said, these are some of the things to keep in mind as you write ad copy:

• Speak directly to your reader: Your ad may reach millions, but it must do its work one reader at a time. Speak to just him, as you would to a friend, and not to an audience. Use the same sort of language. “You” is the most important word to use in an ad.
• Use simple, everyday language: No one has to read your ad, so make it easy.
• Make every word count: Question every word you use and make sure it is the best one. Cut out absolutely any word you do not need.
• Stay on message: Have a single, clear message and stick to it. Anything else will cause confusion.

You might notice that some of these also apply to writing for the Web.

See also:

• advertisement
• car
• Web
• rhetoric
• My philosophy of writing