Two very commanding promotional tools for all kind of businesses are print media and the web. What you say in these tools is what makes the difference. Words have the power of conveying the precise idea behind a product or a service. The prospective client is already flooded with scores of advertisements of the same product, service or idea of your competitors. What can be the persuasive factor about your ad copy that he wants to spend his precious time reading it? To be able to grab the attention of a reader in a few seconds, you have to put the point across in as few words as you can manage and then stimulate enough the reader to act on your words. There are no set rules or guidelines for making a revolutionary ad copy just that it needs to catch the reader’s eye without letting it wander away. If you follow some fundamentals rules to start with, your campaign might just be a success.

To be able to write a convincing copy, you need to know what it really wants to achieve. Having clarity of thought before embarking onto the creative aspect, is what serves you in the long run. Once the purpose and objective of the job at hand is clear, you can proceed to putting it in words. Without grasping this information, your copy is going to be sloppy and talking about everything under the sun except for what it was actually written for.

Once you achieve the understanding of the campaign, the task thereafter is to catch the attention of the prospective buyer. For your message to reverberate, your Headlines need to be very attractive and crisp so as to force the audience to read on. Let’s say you are selling a pack of 4 Nursery Rhyme CDs online. There are so many out there to choose from. Will this attract you: “Buy a pack of 4 Nursery Rhymes VCDs at Rs.555/- only”. Chances are that it won’t!! What if we add a little spice: “Do you want to encourage your little one towards some fun based education!!” Sounds better, doesn’t it? Well begun is half battle won!!

Coming now to the body of the ad copy, you need to zero down [H1] the specific utilities and the advantages of what you are selling.

• The reader is here to be benefited someway or the other by the product, service or the idea you are selling. It’s a good plan to straight away come down to telling him the benefits he is going to get rather than beating about the bush!!
• The language you are going to use in the complete format should not be colloquial. We tend to use slang when we are talking but in written format they are a big no.
• Keep the text explicit with no spelling errors, as it can lead to a complete loss of interest on the reader’s part. A company which is not able to write correctly about its products might not be selling a correct product.

Emphasize on your ad’s appearance? Is it easy to read? Use capital letters or boldface type for prominence. If everything is caps or bold, then nothing stands out