Advertiser's Blog

The anatomy of an advertisement part 2: Write so that your audience wants to read

Woman writing an amazing body for her advertisement by using Zerocopy's tips to captivate her audience's attention. She knows how the anatomy of an advertisement is made up.

The body of your advertisement is similar to your pitch and should contain a clear value proposition. This might be a product promotion or general publicity on your company but make sure to keep your advertising goal in mind when writing so that your communication stays consistent

Seven C’s of communication in advertising

What often happens with advertisements is that people don’t know which direction to go to. Your company probably has a lot to offer. Therefore marketeers try to compress as much information as possible in the body. Instead of doing that, try to maintain a clearly determined focus. These 7 C’s will help you stay on top of your subject and your target audience.

Clarity

Your message should be clear to your audience. Meaning they understand what you are trying to say without having to read it more than 2 times. Eliminate jargon as much as possible. You can do this by sticking to one main problem that you solve. Focus on the outcome of your products and services rather than the products and services themselves. As said in part 1: How to captivate your audience’s attention having a well-defined goal can help you provide clarity and focus.

Credibility

Your advertisement should be believable to give trust to your readers. You can’t simply claim to be the best in what you do without proof. It’s okay not to be number one at everything. As long as you can prove that you’re competent, the rest will follow. Lots of clients buy based on former cases of clients you’ve had so that they can understand your work in action and see the results on similar companies.

Context

There should be some context to your offering such as what your clients look like and in what situations you can help them. What we mean by that is that your advertisement should be written towards a specific profile. This can be very narrow or rather open although to get the results you would like to achieve all your prospects should have a similar problem that you are able to solve. When do they have the problem? Why would they like to solve it?

Content

First off the actual message you send out should be covering what you have to offer. Secondly, the content you write should be on the same wavelength as your target audience. You want to engage readers while reading. To do that you have to make sure they can find themselves in your copy in order to see why they should consider.

Continuity

If you are trying to tell a story, make sure that you’re being consistent. Prospects won’t buy because of one advertisement. Repeating your message will build familiarity which eventually builds preferability.

Channels

Every channel is different. Therefore your audience will vary per channel as will your message. Take into account the channel you are going to use to promote your message. Does the channel fit your brand? Is your audience present on this channel? You have to select your channels wisely by finding what fits for both you and your customer. A textbook example is LinkedIn, where formal language is not often used. You will notice the tone of voice differs with its channels. Therefore it’s important to find out which channels fit you and which don’t.

Capability

Your prospects have to be able to become a customer. This is simultaneous to qualifying a buyer in which you ask questions to check whether your prospect qualifies or not. Do they need my product or service? Can they afford it? Do they want to invest in it? Do they have the decision making power? Make sure you are not trying to sell something that is out of reach for your clients.

Your message should appeal to prospects. Be it in an emotional way or any other way. To do to that your readers have to be able to follow what you are saying and recognize themselves in it. You could for example write on the struggles your prospects have and how your value proposition shifts that to their desired situation.

Don’t lay too much emphasis on features. If your audience is interested they will find out about the features on your website and decide from there. Instead focus on the benefits your product or service brings to them, how it could help them and why they should consider adopting your solution.

Put yourself in the shoes of your buyers. What are they looking for and how can you provide that value for them? Keep it short and simple and maintain a personal tone of voice to engage the readers.

Finally we’ll finish by citing another David Ogilvy quote being “Every word in your ad copy should count”. By which he promotes simplicity in your message. Leave out all the unnecessary words and focus on what’s actually valuable for your prospects. Then, you will have an ad copy that will truly work.


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