"Five
(5) Major Pitfalls of Ad Copywriting and What YOU Can Do
To Avoid Them"
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 language
is what produces the most sales. This, in no way implies
that you should abandon your artistic abilities when writing
your ad copy.
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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:
Solution: Thoroughly check
the facts of your copy before submitting it.
Many times we are guilty of producing 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
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.
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.
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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