1. Find the Right Idea – Strategy Beats Copy
Don’t worry that you’re not a good writer… "If an ad campaign is built around a weak idea - or as is so often the case, no idea at all - I don't give a damn how good the execution is, it's going to fail." – Morris Hite, legendary adman
2. Shorter is Better
Customers can take no action until they’ve seen themselves do it in their minds.” Be short, clear, concise, interesting. Don’t clutter your effort. Let nothing get in the way of tight.
3. Draw a Crowd
Use an attention-getter when you must make things happen quickly.
4. True Branding
Create ads that are client-specific, rather than product or event-specific.
5. Begin By Choosing Your First Mental Image
Open Big – Make one point: Rhino vs. Porcupine – Core Message
6. Know The End Before You Start; Choose Your Last Mental Image
Close Big – Go full circle.
7. What to Leave Out
The danger of the “clever” trap. Avoid empty words. Never to go looking for the "unique selling proposition."
8. Keep their Attention; Involve "Mind’s-Eye" Participation
Your idea must be vividly Imaginable.
9. Make Customers Mention Your Ad. Plant a Word Flag.
Use the power of memorable verbs.
10. Slogans, Taglines and Positioning Statements Should Move The Magnetic Meter
11. Dialogue, Testimonials and Humor Can Be Like Nitroglycerine
It's the excitement of the high wire. Beginners should avoid trying to walk it.
12. Copy Should Keep Clients Sold
Get credit for delivering exactly what you promised.
I didn't make this stuff up. I got it from Ad Writing 101 - LIVE and Ad Writing 101 Online as taught by Roy H. Williams.
He asserts: Chances are, you've been reaching the right people all along. You've just been saying the wrong things. Some ads are like waving raw meat in front of hungry dogs. Most ads are lectures, explaining to these same dogs all the joys of organic popcorn. Do you have a tasty message to deliver to the world? Or are you expecting your ad writers to apply a thick layer of creativity to hide the fact that you have nothing to say? Truthfully, what percentage of your ads say anything worth hearing? Sholem Asch was right when he said, 'Writing comes more easily if you have something to say.' But Morris Hite said it brazenly, 'If you have a good selling idea, your secretary can write your ad for you.'
Hmm.. maybe I should have titled this item "Writing ANYTHING Tips!"
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