Today, anyone in the marketing arena faces a new problem: consumers are no longer paying attention to advertising. Thanks to the Internet, the consumer has become active: he left his coach to have his available brain time as he sees fit.
In this connected era, the traditional marketing that once was based on interruption and stultifying hammering has lost much of its effectiveness or even its relevance.
If the old model does not work anymore, what is possible for a better return on investment?
Content marketing embraces this trend and aims to be useful to its customers to better meet their expectations. Its potential of attraction and the confidence that it manages to build holds a rare value which it is advisable to exploit skillfully. Follow this copywriting courses to improve your skill.
The importance of the title
To convince the consumer to buy a product, written advertising content must do three things: attract attention, communicate and persuade.
Ideally, a title performs four different tasks. He must:
- Attract attention by choosing a benefit that the client could benefit from this can be presented in a bold and dramatic way.
- Define the audience.
- Provide him with a complete message. According to David Ogilvy, a major player in the advertising industry, four out of five readers will read the title and ignore the rest of the ad. Therefore, it is better to include the promise of sale and the name of the brand in the title.
- Encourage the reader to read the content.
11 tips for writing a clear advertising message
- Put the reader first
Ask yourself: will the reader understand what I wrote? Does he know the special terminology I used? Does my message tell him something important, new or useful? If I were the reader, will this message convince me to buy the product?
- Carefully organize your selling points
Before creating an ad, write your selling points. Organize them in a logical, convincing and clear way. And present them in that order when you write your message.
The title indicates the main selling proposition, and the first paragraphs extend it. Secondary points are discussed later in the body of the text. If this copy is long, each secondary argument can have a title.
- Break the writing into short sections
If the content of your ad can be organized as a series of selling points, you can cover each point of a separate content section.
If there is no particular order of importance or logical sequence between sales pitches, use graphics devices such as tags, asterisks, or dashes to trigger each new section. If you have a lot of text under each section, use the subtitles.
- Use short sentences
Beyond 34 words, the sentences become difficult for ordinary people to understand. The sociologist Pierre Bourdieu said he wrote long and complex sentences for his readers to re-read several times to understand it.
- Use simple words
The copywriting will not make you a literary artist. It is trying to communicate with the people, not impress them or boost your own ego. Avoid pompous words and whimsical phrases.
- Avoid technical jargon
Do not use a technical term unless 95% or more of your readers understand it or communicate exactly what you want to say.
- Be concise
Unnecessary words waste the reader’s time, dilute the sales message and occupy a space that could be better used. For this, no secret, rewriting is the key to producing concise content.
- Be specific
The content that sells the product directly from the webpage should generally be long because it must present all product information and overcome any objections.
- Go straight to the point
If the title is the most important part of an advertisement, then the main paragraph is surely the second most important part.
- Write in a friendly and conversational style
People enjoy reading simple, easy-to-understand writings. And the simplest and clearest style is to write the way you speak. Imagine talking to the person instead of writing.
- Avoid sexist language
You do not sell things to people by putting them against you.
Focus on the benefits
The first step in writing advertising that is selling is to write about the benefits and not about the features.
A characteristic is a descriptive fact about a product or service; that’s what the product holds or did. An advantage is what brings the product; that’s what the product user wins as a result of the feature.
Instead of presenting the incredible features of your product, help your readers understand how these features or tips could change their lives.