Crafting compelling body copy for advertisements can be a daunting task, even for seasoned professionals. Many of our readers at AdBriefing have expressed difficulties in initiating the writing process for ad copy. The challenge often lies in how to begin effectively. As an experienced copywriter, I can offer guidance on this matter.
Advertising is an art that thrives on instinct as much as it does on strategy. Despite my reservations about rigid formulas, there is a logical sequence that copy should follow, one that stems from the core message of the headline. According to the legendary Dr. Samuel Johnson from the 18th century, "Promise, large promise, is the soul of advertising." This principle holds true today, as every headline should make an offer or promise, highlighting a benefit: "Buy this product and enjoy this advantage."
Assuming your headline is laden with benefits, the opening line of your body copy should amplify that promise. It should delve deeper, offering a more detailed explanation of the headline's statement and what the consumer stands to gain. This is not the place to introduce unrelated topics, which can distract and disengage the reader. The purpose of the body copy is to fulfill the curiosity piqued by the headline.
The subsequent paragraphs should detail the product's features, functionality, and performance. If the product boasts numerous features, don't hesitate to expand into additional paragraphs. Following this, the penultimate paragraph should circle back to the headline, reemphasizing the benefit. Finally, conclude with a call-to-action, guiding the reader on where, how, and when to purchase the product.
This structure is not unchangeable, but as a rule of thumb, ensure your first paragraph always echoes the headline's message. The rest can be tailored as you see fit. It's simpler than it seems, isn't it?
Patrick Quinn, an award-winning copywriter with four decades of experience in the advertising industry across London, Miami, Dublin, and Edinburgh, shares these insights. He also offers a FREE monthly newsletter, AdBriefing, which you can subscribe to for more tips and tricks.
The unwritten formula for writing ad copy begins with a headline that makes a compelling offer or promise, setting the stage for the body copy. The first paragraph should then expand on this promise, providing a more detailed explanation of the headline's benefit. This ensures a cohesive message that resonates with the reader.
While the initial paragraph should always reflect the headline's message, the rest of the body copy can be adapted to suit the specific needs of the product and the target audience. This flexibility allows for creativity within the structure, ensuring that the copy remains engaging and effective.
Patrick Quinn's expertise is a testament to the effectiveness of this approach. His newsletter, AdBriefing, is a valuable resource for those looking to hone their copywriting skills. Subscriptions are available at AdBriefing.
Interesting statistics and data about advertising copywriting are not often discussed in mainstream conversations. For instance, according to a study by the Content Marketing Institute, 73% of B2B marketers say that a documented content strategy helps them feel more effective in their role. Additionally, the same study found that 72% of successful B2B content marketers value creativity and craft in writing and content production (Content Marketing Institute, 2020). These insights underscore the importance of well-crafted copy in the success of advertising campaigns.
