Writing ad copy: How to grab the reader’s attention
In recent posts, I have provided tips for designers wishing to take on copywriting assignments, in addition to their usual design projects.
So far we have covered the preliminary briefing meeting with the client, what to bear in mind when conceptualizing the general format of your promo item, and how to start drafting your copy.
Now you have written your first draft, your next task is to go over your copy and improve it.
Your aim is to make it attention-grabbing, engaging, persuasive, authoritative, and actionable.
This week we'll look at how you can make your copy and your visuals really stand out to a glancing reader, with material adapted from my e-book 100 Copywriting Tips for Designers
As hard as it may be, we have to assume that people do not want to read our publicity. They don't have time. They don't want to be sold to.
That’s why the first job of your copy is to catch their attention with a killer line and a well-chosen visual that forces them to take notice of what your publicity is saying.
The following tips reinforce what you already know about creating attention-grabbing visuals, by showing you how to achieve attention-grabbing copy, as well as helping you to achieve copy and visuals that work together.
Use headlines.
Headlines have three functions:
1 To grab attention
2 To select the audience
3 To draw the reader into the body copy
My post on writing headlines includes 13 headlines that are proven to grab attention and draw the reader into the copy.
Support headlines with a visual.
As a designer, you specialize in using images to grab people's attention. Finding interesting visual ways to reinforce your headlines could give you an edge over less visual-oriented copywriters!
Even if your readers glance over the copy to look at the pictures, your choice of visuals should leave them with a fair idea of what the product messages are.
Include captions next to photos.
People normally scan marketing collateral before they decide whether to read it or not.
Your readers will look for sound-bites in the same way they might when scanning a newspaper.
Picture captions give you an opportunity to get your message across fast, and encourage a reluctant browser to read more thoroughly.
So when you include a photo or visual, ask yourself if it’s appropriate to complement it with a caption.
Order your messages ‘top heavy’.
Benefit-led copy attracts more attention than "me me me" copy—so put the benefits first!
Below are two examples of copy that say the same things. The first is ‘bottom heavy’, the second is ‘top heavy’. It’s clear which one grabs the most attention.
Bottom heavy copy
For over ten years, we have provided educational support services to the business community
With a proven history of excellence, you are guaranteed quality when you choose Markup for your in-house training needs. You’ll find your load lightened, your days freed, and your company more organized so you can spend your time increasing sales instead of training your staff. Leave the training to us, so you can focus on making money!
Top heavy copy
Markup in-house training lightens your load
Tired of losing sales because you’re constantly training staff? Have too much to do and not enough time to do it? Those are the situations where Markup professionals can help you regain control. Use Markup and you’ll find your load lightened, your days freed, and your company more organized—so you can spend more of your time increasing sales.
For over ten years we have provided educational support to the business community. With a proven history of excellence, you are guaranteed quality when you choose Markup for your in-house training needs.
Show the need and ‘get the nod’.
If your readers are agreeing with you from the very first sentence, they are more likely to read the rest of your copy. That’s why copywriters often create a need in the opening lines that the audience can identify with.
Example:
Unwanted noise is everywhere. The engine roar inside an aeroplane cabin. The blaring sounds of city streets. The annoying din of the office. Our new PeaceComfort Acoustic Noise Cancelling headphones let you escape it all. Put them on and slip into a safe haven – where you can relax and enjoy peace and solitude or listen to your favorite music.
Highlight the magic words.
There are certain words and phrases that are proven to catch attention. Use flashes and highlighting techniques with the following:
FREE
NEW
IMPROVED
EXTRA
MONEY OFF
SALE
MORE
TWO FOR ONE
BUY ONE GET ONE FREE
COMING SOON
GUARANTEED
WINNER
HOW TO…
DID YOU KNOW…?
Adapted from 100 Copywriting Tips for Designers.
© Shaun Crowley 2008
Shaun Crowley has worked as a freelance copywriter and marketing consultant. He currently works as a communications manager for a major UK publishing company and is the author of The Freelance Designer's Self-Marketing Handbook and 100 Copywriting Tips for Designers and Other Freelance Artists.
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