Advertising is everywhere:  in print, online, television, radio, on our streets and even on clothes.  It is so simple for a company to advertise a product or service to a given audience, however it is just as easy for the audience to ignore and block out the message.  In a world of advertisements competing for consumers, it is difficult to stand out and capture your audience’s attention.  Writing effective copy in your advertisements will reduce the likelihood of an audience ignoring your message and gain you the most legitimate exposure.  The following are steps to take and strategies to consider in writing the most effective advertising copy.

Identify your message and define its goal.

• Before you begin writing your advertising copy, you must identify your target message and the main goal of the message.  When developing your advertisement, keep this goal in mind and never stray from it.  If your advertisement gets off track from the goal, it creates confusion for your target audience.

Identify your target audience.

• Know whom you are trying to reach and everything about them.  Know their demographics, psychographics, background, interests, etc.

Appeal to your target audience.

• Always keep your audience’s self-interest in mind, not your own.  Aim the message at individuals, rather than the entire group.

Capture your audience’s attention.

• If an individual’s attention is not caught immediately, your advertisement will not be noticed.  Use effective tactics in order to capture attention, keep attention and sell your product or service.

• EVOKE EMOTION.  If someone feels a strong emotional connection to the words, phrase or idea of your advertisement, they will absorb your message.

• BE UNEXPECTED.  Think outside the box.  Avoid clichés.  Use unique and shocking ways to capture your audience.

• BE ENTERTAINING.  There are many ways to make copy in advertising entertaining.  Humor appeals to a universal audience.  Telling a story will leave them wanting more.  Putting your audience in a situation or mindset will entertain the feeling of your message.

Develop the content of your copy.

• Offer your audience something, an incentive to follow through and take action from your advertisement.  This can be tangible, such as wealth, a deal or low price, or it can be an idea, such as health or happiness.  The audience needs a purpose to absorb your message.  The following are strategies to remember in developing your advertising copy:

• SIMPLICITY.  Keep your message simple and to the point.  A complex concept will lose the vast majority of any audience instantly.  Never assume your audience already knows something.

• CLARITY.  Say what you mean to say.  Your audience should be able to identify your message immediately.  Your message should never be a riddle or up to individual interpretation.

• BREVITY.  Nowadays, no one has time for advertisements.  To get your message out, keep your message short and to the point.  Long, drawn out copy will loose your audience’s attention.  Cut the fluff and get your message out as quickly as possible.

• CREDIBILITY.  Promise your audience something and back it up with proof.  If you are telling your audience your product or service is the best, let them know why with concrete evidence.  Use case studies, ratings, reviews, etc.

Always proofread.

• A first draft is never perfect.  Always re-work and re-phrase.  Try multiple ways to approach your audience and find which one is best fitting.  Test the effectiveness of the message on others before you use it for your final advertising copy.

Strategize for the right medium.

• Know what is the best medium in which to reach your target audience.  Know the most effective area to purchase billboard space, know the magazine your target audience reads most, and so on.  Pick a medium in which you can gain the most possible traffic from your target audience.

Always back it up with action.

• Always follow through with your promises.  This will not only gain you customers or clients, but will help you gain credibility and positive word-of-mouth marketing.