Learning Effective Ad Copy - 2
There are two things to think of when writing ad copy. One, is the basic structure of the ad, and the second is the content itself.
While we talked about there being no set rules, and that all rules can be broken and applied differently across various products, services or campaigns; still, there are guidelines that can be used as a roadmap as you write your copy.
The one thing that releases creativity is having a starting point in the first place. It gives you somewhat of a boundary so that you can have the discipline to stay around it. To go too far outside a boundary could make you message so confusing that people won't understand what it is you're trying to tell them.
Remember when you were young and your parents gave you boundaries. Sure, you're going to go as far as you can to stretch those boundaries, but stretch too far and it's no longer fun, but could be very detrimental and damaging to you. The same with ad copy. It's made to be streched and creatively applied.
It's not made to be so far outside of everything else that it no longer make any sense. It still represents something you're trying to communicate to get the one reading it to take an action. Remember that confusion always makes someone decide not to take an action.
Ad copy does need to have a flow to it that makes the reader understand where your taking them and why. That's another way of saying you've got to show them what's in it for them, and then, through your copy, help them to make the choice you want them to. Don't make that message confusing in any way or you'll break the connection that will take them there.
Other Ad Copy Sources:
How To Write Sales Copy That PULLS
Anatomy Of A Direct Response Letter
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