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Advertising Copy: What's Really Important?


You labor long and hard trying to create the perfect advertising piece but only about 20% of your copy is going to get read. The rest will simply be scanned. After all your work, your potential customers won't even read every one of those well chosen words. Is your genius lost on them?

While it might sound frightening or frustrating, it's a fact of advertising life. So what do you do next? There are some sections of your copy that potential customers are practically guaranteed to read. If you know what these are, you'll see your sales increase dramatically. There are six key sections of your marketing copy to focus upon for success.

HEADLINES

Headlines have always been and will always be the most important section in any copy.

They are the first thing potential customers will see. They have the greatest impact on whether any of the other copy gets read. Your headlines must be enticing. Think of them as your opening line. If people aren't intrigued, they won't read any further.

Use strong active verbs (like slash, chop, quit, etc.) in your headlines. These words clearly demonstrate actions as opposed to more passive words (like reduce, think, consider, etc.). Most of the time, buying is an emotional action. The more you stir the emotions, the more you cause movement toward your ideal customer response.

Pay a lot of attention to your headline. It's the powerhouse of your copy.

SUB-HEADLINES

If your headline has captured your potential customers attention, they will scan the sub-headlines. Think of sub-headlines as chapter titles. These sub-headlines, when read with the headline, should tell your reader the whole story. Always begin writing your advertising copy by outlining using this headline and sub-headline format.

Headlines and sub-headlines are designed to make the sale. Barring that desired outcome, they can guide your visitors to read deeper into your copy. If you set up a structure of progressive sub-headlines, you'll have a better shot getting your point across.

Where do your prospective customers read after the headline and sub-headlines? Typically, they will read any captions you have under pictures in your ad copy.

CAPTIONS UNDER PICTURES

Newspaper journalists were the first to use captions. A caption is a few words below a photograph to explain what the picture is.

People are in the habit of looking for the captions in order to relate the importance of the image with the information they are receiving. Captions in advertising pieces are highly read. Don't waste the space! Don't just use the caption to explain the picture. Use the caption to sell the product! Use descriptive benefit-oriented words in your captions for maximum impact.

So, they've looked at your headline, sub-headlines, and at the captions under your pictures. They might have already made the purchase decision. Congratulations! For those readers that haven't made the purchase decision yet, let's flesh out the advertisement with some choice sentences.

FIRST SENTENCES

When you scan a newspaper, what do you read? Almost everyone reads the first sentence or two of each paragraph. These sentences are vitally important. To get your potential customers interested enough to keep reading, add the punch here! Unlike a novel, advertising does not build to the climax. Great ads start with the climax and support its claims in subsequent sentences.

If you create exceptional first sentences, your potential customer will be more likely to continue reading the copy. And, as an added benefit, the first sentences in each paragraph may be enough to convince him/her to buy your product.

Now that you've captured their attention and they are reading further, use bulleted lists for benefits.

BULLETED LISTS

First, use bulleted lists when describing features or benefits. A bulleted list will leave more white space around itself and therefore look less intimidating to your reader.

Secondly, as with the first sentence in each paragraph, people also almost always read the first entry in a bulleted list. If it's on target, they might keep reading. Make sure your first bullet point is extremely powerful and enticing. To keep the potential customer reading, make certain you are writing the copy with their concerns in mind.

The last, but not least, power spot in your copy you probably won't even use. It's the call to action.

CALL THEM TO ACTION

The very bottom of your ad copy is the last chance to close the sale! Take advantage of this valuable area. This is where your call to action should reside. What is the call to action? Telling your potential customer what to do next is critical to getting the sale.

A call to action could be "Visit our website today!", "Call Today for your FREE estimate", or "Call to Secure Your Seat Today!". Tell your prospective customer what they need to do to move the acquisition of this beneficial product or service you sell into their home or office.

Time spent on your advertising copy will never be wasted. If you haven't done it before, now is the time to review your copy to be sure you're making the most out of these opportunities. Your ad copy is a one-way conversation. You must anticipate their questions and objections. These must be answered in your copy before you get the sale.

Michele Schermerhorn calls herself a "Corporate Freedom Fighter" dedicated to freeing cubicle prisoners to experience their own successful online business. She has over 30 years experience in the business world and over 12 years running her own successful online businesses. She is President of Online Business Institute Inc. (http://www.obinstitute.com), authors a sassy marketing blog (http://www.imarketblog.com), and regularly conducts free online seminars. Online Business Institute Inc. exists to "Create Successful Online Business Owners One Person At A Time".


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Fri. December / 06 / 2019

Adtech Leaders Launch FlowerShop Media Digital Advertising Platform Designed for the Cannabis Market - Associated Press
Adtech Leaders Launch FlowerShop Media Digital Advertising Platform Designed for the Cannabis Market  Associated Press

Here's a crazy idea: Stop advertising so you can give away veterinary care - dvm360
Here's a crazy idea: Stop advertising so you can give away veterinary care  dvm360

Where Are NFPs Going Wrong with Their Advertising? - MarTech Series
Where Are NFPs Going Wrong with Their Advertising?  MarTech Series

Facebook and Alphabet upgraded by Stifel on advertising optimism - CNBC
Facebook and Alphabet upgraded by Stifel on advertising optimism  CNBC

Outcry as Google bans political advertising in Singapore as election looms - BBC News
Outcry as Google bans political advertising in Singapore as election looms  BBC News

Advertising Market (Edition:2019) Outstanding Growth – Omnicom Group, Dentsu Inc, Publicis Groupe - Associated Press
Advertising Market (Edition:2019) Outstanding Growth – Omnicom Group, Dentsu Inc, Publicis Groupe  Associated Press

3 Top Stocks to Buy in Digital Advertising - Motley Fool
3 Top Stocks to Buy in Digital Advertising  Motley Fool

Reaching Live Sports Viewers with Advanced Advertising - Broadcasting & Cable
Reaching Live Sports Viewers with Advanced Advertising  Broadcasting & Cable

Landmark Lawsuit Wants Fossil Fuels Ads to Carry Warning Labels - Gizmodo
Landmark Lawsuit Wants Fossil Fuels Ads to Carry Warning Labels  Gizmodo

TikTok takes on Facebook in US advertising push - Financial Times
TikTok takes on Facebook in US advertising push  Financial Times

How Alibaba Quietly Leads China's Digital Advertising Market - Motley Fool
How Alibaba Quietly Leads China's Digital Advertising Market  Motley Fool

Rodney Davis campaign targets media, quadrupled advertising in 2018 - CU-CitizenAccess.org
Rodney Davis campaign targets media, quadrupled advertising in 2018  CU-CitizenAccess.org

Top tips for better localized programmatic - Advertising - BizReport
Top tips for better localized programmatic - Advertising  BizReport

P&G's Pritchard Preaches DIY Advertising 12/06/2019 - MediaPost Communications
P&G's Pritchard Preaches DIY Advertising 12/06/2019  MediaPost Communications

Is Your Dealership Using Video Advertising to Its Full Potential? - http://cbtnews.com/
Is Your Dealership Using Video Advertising to Its Full Potential?  http://cbtnews.com/

Advertising and Marketing Cannabis Products in Your New Jersey Marijuana Business - JD Supra
Advertising and Marketing Cannabis Products in Your New Jersey Marijuana Business  JD Supra

Three Tips For Using OTT Advertising As Part Of Your Digital Marketing Strategy - Forbes
Three Tips For Using OTT Advertising As Part Of Your Digital Marketing Strategy  Forbes

Why Intrusion-Lite Advertising is the Future of Digital Ads - MarTech Series
Why Intrusion-Lite Advertising is the Future of Digital Ads  MarTech Series

Ad buyers are wary of advertising becoming a casualty of the streaming wars - Digiday
Ad buyers are wary of advertising becoming a casualty of the streaming wars  Digiday

Vast Majority of UK Adults Oppose Unregulated Political Advertising Online, New Intuit Research/Norstat Survey Reveals - MarTech Series
Vast Majority of UK Adults Oppose Unregulated Political Advertising Online, New Intuit Research/Norstat Survey Reveals  MarTech Series

UK Advertising to Reach £24bn in 2020; Ogury Raises USD$50m (£38m) - ExchangeWire
UK Advertising to Reach £24bn in 2020; Ogury Raises USD$50m (£38m)  ExchangeWire

Paul Bainsfair: how to safeguard advertising's future - More About Advertising | Insights into Advertising
Paul Bainsfair: how to safeguard advertising's future  More About Advertising | Insights into Advertising

The 30 Under 30 Reshaping Marketing And Advertising 2020 - Forbes
The 30 Under 30 Reshaping Marketing And Advertising 2020  Forbes

Addressable TV advertising for every platform operator - Videonet
Addressable TV advertising for every platform operator  Videonet

National CineMedia On In-Theater Advertising: 'It's A 50-Foot Screen And A Captive Audience' - AdExchanger
National CineMedia On In-Theater Advertising: 'It's A 50-Foot Screen And A Captive Audience'  AdExchanger

SEC Proposes Revisions to the Advertising Rules for Investment Advisers - Lexology
SEC Proposes Revisions to the Advertising Rules for Investment Advisers  Lexology

Origin Indonesia | Driving e-commerce growth in Southeast Asia with digital advertising - TechNode
Origin Indonesia | Driving e-commerce growth in Southeast Asia with digital advertising  TechNode

Cosmetics Advertising in China - Lexology
Cosmetics Advertising in China  Lexology

MainAd, an Advertising Technology Company Appoints Roberto Pizzato as Its Head of Marketing - MarTech Advisor
MainAd, an Advertising Technology Company Appoints Roberto Pizzato as Its Head of Marketing  MarTech Advisor

Eco-friendly or falsely advertised? Sustainable fashion advertising in Europe: do's and don'ts - Retail & Consumer Products Law Observer
Eco-friendly or falsely advertised? Sustainable fashion advertising in Europe: do's and don'ts  Retail & Consumer Products Law Observer

SEC Responds to Tech Changes with Advertising Amendments - The National Law Review
SEC Responds to Tech Changes with Advertising Amendments  The National Law Review

Healthy Community, ADVERTISING: Advertorial — GEORGE BALLING: Losses… - Coeur d'Alene Press
Healthy Community, ADVERTISING: Advertorial — GEORGE BALLING: Losses…  Coeur d'Alene Press

SEC Proposes Significant Amendments To Investment Adviser Advertising Rule - Corporate/Commercial Law - United States - Mondaq News Alerts
SEC Proposes Significant Amendments To Investment Adviser Advertising Rule - Corporate/Commercial Law - United States  Mondaq News Alerts

Truth in advertising? - Herald-Mail Media
Truth in advertising?  Herald-Mail Media

ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: Do you have degenerative disc disease? - Coeur d'Alene Press
ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: Do you have degenerative disc disease?  Coeur d'Alene Press

A New Tool From Spotify Walks the Line Between Advertising and Pay-For-Play - Rolling Stone
A New Tool From Spotify Walks the Line Between Advertising and Pay-For-Play  Rolling Stone

Classifieds - Chicago Reader
Classifieds  Chicago Reader

Bayer fined for unlawful supplement advertising to kids in Hungary - NutraIngredients.com
Bayer fined for unlawful supplement advertising to kids in Hungary  NutraIngredients.com

5 trends that threaten the Facebook-Google duopoly in digital advertising - AdAge.com
5 trends that threaten the Facebook-Google duopoly in digital advertising  AdAge.com

Minnesota Sues Juul Over 'Deceptive Advertising' - Twin Cities Business Magazine
Minnesota Sues Juul Over 'Deceptive Advertising'  Twin Cities Business Magazine

Amazon Management Talks AWS and Advertising - The Motley Fool
Amazon Management Talks AWS and Advertising  The Motley Fool

Bloomberg 2020 Campaign Launch Shows Enduring Power Of TV Advertising - Forbes
Bloomberg 2020 Campaign Launch Shows Enduring Power Of TV Advertising  Forbes

H Code Leads with Highest Digital Reach in Hispanic Advertising - PR Web
H Code Leads with Highest Digital Reach in Hispanic Advertising  PR Web

Chevy Advertising Nearly $12000 Off C7 Corvettes - CarsDirect
Chevy Advertising Nearly $12000 Off C7 Corvettes  CarsDirect

Advertising giant Dentsu again found violating rules on overtime hours - The Japan Times
Advertising giant Dentsu again found violating rules on overtime hours  The Japan Times

We Need to Fix Online Advertising. All of It. - Slate
We Need to Fix Online Advertising. All of It.  Slate

ADVERTISING: Advertorial — JONATHAN M. SASSER: Acupuncture: Science-based medicine or Hokum? - Coeur d'Alene Press
ADVERTISING: Advertorial — JONATHAN M. SASSER: Acupuncture: Science-based medicine or Hokum?  Coeur d'Alene Press

Sprinklr Acquires Nanigans' Social Advertising Business - Business Wire
Sprinklr Acquires Nanigans' Social Advertising Business  Business Wire

The Future of Local TV Advertising in 2020 - Broadcasting & Cable
The Future of Local TV Advertising in 2020  Broadcasting & Cable

Quora testing lead gen forms for advertisers - Marketing Land
Quora testing lead gen forms for advertisers  Marketing Land

SPONSORED ADVERTISING BY WELLCARE - FOX 11 Los Angeles
SPONSORED ADVERTISING BY WELLCARE  FOX 11 Los Angeles

Will Political Ad Spend Mean Boom Or Bust For Commercial Advertisers? - AdExchanger
Will Political Ad Spend Mean Boom Or Bust For Commercial Advertisers?  AdExchanger

Podcorn connects advertisers with podcasters and manages sponsored messages in podcasts - TechCrunch
Podcorn connects advertisers with podcasters and manages sponsored messages in podcasts  TechCrunch

Hedge Funds Have Never Been This Bullish On Lamar Advertising Company (REIT) (LAMR) - Yahoo Finance
Hedge Funds Have Never Been This Bullish On Lamar Advertising Company (REIT) (LAMR)  Yahoo Finance

BP faces ‘greenwashing’ complaint over advertising campaign - Financial Times
BP faces ‘greenwashing’ complaint over advertising campaign  Financial Times

All I want for Christmas... is more kindness in advertising - Shots
All I want for Christmas... is more kindness in advertising  Shots

YouTube is working to bring advertising to edgier content as demonetization woes grow - The Verge
YouTube is working to bring advertising to edgier content as demonetization woes grow  The Verge

Google restricted ad targeting for political ads - Vox.com
Google restricted ad targeting for political ads  Vox.com

Chase bank chooses Dallas man with Down syndrome for advertising campaign - The Dallas Morning News
Chase bank chooses Dallas man with Down syndrome for advertising campaign  The Dallas Morning News

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Who are the biggest TV advertisement spenders as we head into the holidays?  Fox Business

WPP and Publicis chart contrasting courses through advertising gloom - Financial Times
WPP and Publicis chart contrasting courses through advertising gloom  Financial Times

How advertisers can generate rewards, not risk, from user-generated content - AdAge.com
How advertisers can generate rewards, not risk, from user-generated content  AdAge.com

Tencent renews outreach efforts in bid for ANZ advertising budgets - Warc
Tencent renews outreach efforts in bid for ANZ advertising budgets  Warc

How to police political advertising - The Economist
How to police political advertising  The Economist

Google to Restrict User Information It Gives Advertisers - The Wall Street Journal
Google to Restrict User Information It Gives Advertisers  The Wall Street Journal

Proposal to amend SEC testimonial rule to greatly expand advisers' advertising efforts - InvestmentNews
Proposal to amend SEC testimonial rule to greatly expand advisers' advertising efforts  InvestmentNews

Doctors urge FTC to protect kids from online advertisers - CBS News
Doctors urge FTC to protect kids from online advertisers  CBS News

Hollywood blockbuster boom fuels record UK cinema advertising - The Guardian
Hollywood blockbuster boom fuels record UK cinema advertising  The Guardian

Top 10 Trends in Digital Advertising in 2020 - Business 2 Community
Top 10 Trends in Digital Advertising in 2020  Business 2 Community

Ford Bans Dealers From Advertising Mustang Mach-E Under MSRP - Ford Authority
Ford Bans Dealers From Advertising Mustang Mach-E Under MSRP  Ford Authority

The FDA warned 15 companies to stop advertising CBD illegally. 3 products are sold in N.J. - NJ.com
The FDA warned 15 companies to stop advertising CBD illegally. 3 products are sold in N.J.  NJ.com

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Black Friday Banner Gone Wrong: Advertising in Free Plugins  WP Tavern

Trump campaign, Republicans blast Google for political advertising changes - POLITICO
Trump campaign, Republicans blast Google for political advertising changes  POLITICO

French National TV Starts Advertising Bitcoin - BeInCrypto
French National TV Starts Advertising Bitcoin  BeInCrypto

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Why Outdoor Advertising Right Now is Like the Internet of 15 Years Ago  Digital Signage Connection

The Irresistible Visual Power of Urban Advertising - CityLab
The Irresistible Visual Power of Urban Advertising  CityLab

GroupM Sees Highest Ad Spend Growth Rate Since 2000. Can It Last? - AdExchanger
GroupM Sees Highest Ad Spend Growth Rate Since 2000. Can It Last?  AdExchanger

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Why Sprinklr Is Buying Nanigans' Social Advertising Business  Pulse 2.0

Politics will drive billions in local advertising spending in 2020: Report - Fox Business
Politics will drive billions in local advertising spending in 2020: Report  Fox Business

BuzzFeed’s SponCon lets display advertisers request editorial content for their target audiences - Digiday
BuzzFeed’s SponCon lets display advertisers request editorial content for their target audiences  Digiday

Civilized struggled with cannabis advertising laws before layoffs, former employee says - Yahoo News Canada
Civilized struggled with cannabis advertising laws before layoffs, former employee says  Yahoo News Canada

PubNative Acquires Mobile Advertising Technology and Development Team from TVSMILES - ExchangeWire
PubNative Acquires Mobile Advertising Technology and Development Team from TVSMILES  ExchangeWire

Performance Channels Gain New Commitments From Advertisers, Publishers As Automation Ramps Up 12/06/2019 - MediaPost Communications
Performance Channels Gain New Commitments From Advertisers, Publishers As Automation Ramps Up 12/06/2019  MediaPost Communications

Multi-Screen Advertising Market 2019 Global Industry Business Growth, Share, Size, Technology Advancement, Top Key players and Projection 2025 - Techi Labs
Multi-Screen Advertising Market 2019 Global Industry Business Growth, Share, Size, Technology Advancement, Top Key players and Projection 2025  Techi Labs

8 online advertising risks your agency must be prepared for - AdAge.com
8 online advertising risks your agency must be prepared for  AdAge.com

French MPs Pass Amendment To Ban Advertising To Promote Black Friday - Forbes
French MPs Pass Amendment To Ban Advertising To Promote Black Friday  Forbes

New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market - The New York Times
New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market  The New York Times

General election: Google breaks its political advertising rules for second time - Sky News
General election: Google breaks its political advertising rules for second time  Sky News

Connected TV And Advertising: What It Is, And Who The Trendsetters Are - Nasdaq
Connected TV And Advertising: What It Is, And Who The Trendsetters Are  Nasdaq

Bloomberg places at least $37 million in television advertising over next two weeks - CNN
Bloomberg places at least $37 million in television advertising over next two weeks  CNN

Snapchat fact-checks political ads, unlike Facebook, says CEO Evan Spiegel - CNBC
Snapchat fact-checks political ads, unlike Facebook, says CEO Evan Spiegel  CNBC

Facebook: Advertisers to get more tools to control where ads appear - The Mercury News
Facebook: Advertisers to get more tools to control where ads appear  The Mercury News

Revealed: Mental health websites are selling your data to advertisers - New Scientist
Revealed: Mental health websites are selling your data to advertisers  New Scientist

You Can Have Collaborative Software That’s Wary of the Cloud - WIRED
You Can Have Collaborative Software That’s Wary of the Cloud  WIRED

25 Fascinating Years of Digital Advertising [Infographic] - Social Media Today
25 Fascinating Years of Digital Advertising [Infographic]  Social Media Today

OLX Advertising aims for 5X growth in 2020: Tarun Sinha - Exchange4Media
OLX Advertising aims for 5X growth in 2020: Tarun Sinha  Exchange4Media

Sinclair leads $10.3M investment in rideshare advertising startup Octopus - TechCrunch
Sinclair leads $10.3M investment in rideshare advertising startup Octopus  TechCrunch

TripAdvisor Journeys Into Non-Travel Advertising - AdExchanger
TripAdvisor Journeys Into Non-Travel Advertising  AdExchanger

Opposition political party in Singapore questions Google's decision to disallow political advertising - Mumbrella Asia
Opposition political party in Singapore questions Google's decision to disallow political advertising  Mumbrella Asia

AEW Takes Blatant Shots At WWE NXT In Recent Advertising - Ringside News
AEW Takes Blatant Shots At WWE NXT In Recent Advertising  Ringside News

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