Body Copy Advertising Strategy (Alstiel and Grow)

Who needs body copy? You never know when you’ll need it Ads aren’t the only place you’ll need copy –Web content –Collateral –Direct Mail –Reports, plans, books, proposals

What you need to know … Don’t write to impress - write to persuade What you say is more important than how you say it Remember the rules of English, but don’t feel forced to use them Above all, write to the individual, not to the masses

Why do we need copy in ads? Considered purchase Differentiate products Multiple features Difficult, complicated, or controversial subjects

Who needs body copy? You never know when you’ll need it Ads aren’t the only place you’ll need copy –Web content –Collateral –Direct Mail –Reports, plans, books, proposals

Writing Structure Types of copy: the story, bullet points, one-liner Copy format

Writing Style Advertising is not English Persuade, don’t impress 7 Deadly Sins of copywriting –Advertising-ese –Bad taste –Deadwoord –Generic benefits –Laundry lists –Poor grammar –Wimpy words

7 Deadly Sins of copywriting Advertising-ese (write the way people talk, eliminate cliches and useless phrases, keep it conversational, (read it aloud) Bad taste (watch for sexist, racist, and other offensive language and symbols. It it feels wrong, probably is) Deadwood (weed out weak, redundant, unnecessary words and phrases. Keep the flow of thought moving) Generic benefits (provide benefits in terms consumers understand. Appeal to their lives. Lead with the strongest benefit. Is one benefit so strong that is the central truth or One Thing about this product?

7 Deadly Sins of copywriting Laundry lists (don’t list features without references to what they mean to the consumer. Weave benefits into the ad and prioritize them based on the consumer’s point of view) Poor grammar (watch for errors in spelling, punctuation, and verb tense. Know the rules and when to break the rules. Use fragments if it improves readability. Wimpy words (use power words, active voice, short simple sentences. If it doesn’t feel strong, it’s not)

Power Writing Mix short and long sentences Use simple words if you can Write the way people talk Match the copy style to the product tone Use active verbs and positive attitude Be specific Use parallel construction Use alliteration, rhythm, and rhyme Tighten it up Write out loud

Checklist for Better Copy Strong opening line (pull through) Appeal to consumer’s POV Clear central idea (the One Thing) Strongest sales point first Strong supporting information Easy reading Power writing Call to action