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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. August / 07 / 2020

ITV suffers steepest advertising slump in its history amid pandemic - MarketWatch
  1. ITV suffers steepest advertising slump in its history amid pandemic  MarketWatch
  2. ITV First-Half Advertising, Studio Revenue Drop Amid Pandemic  Hollywood Reporter
  3. ITV sees signs of advertisers' return after profits halve  Yahoo Finance
  4. UK ITV's first-half earnings drop 50% after COVID-19 hits advertising  Reuters
  5. View Full Coverage on Google News

News Corp Posts Wider Loss as Coronavirus Pummels Advertising Revenue - The Wall Street Journal
News Corp Posts Wider Loss as Coronavirus Pummels Advertising Revenue  The Wall Street Journal

Facebook bars pro-Trump PAC from advertising, citing repeated false posts - WHTC News
Facebook bars pro-Trump PAC from advertising, citing repeated false posts  WHTC News

Google wants a bigger chunk of Spotify and Pandora's revenue - Business Insider - Business Insider
Google wants a bigger chunk of Spotify and Pandora's revenue - Business Insider  Business Insider

Muralist restores historic advertising artwork | Local News - Beloit Daily News
Muralist restores historic advertising artwork | Local News  Beloit Daily News

The Advertising Production Club of NYC: Sponsoring The Future - Printing Impressions
The Advertising Production Club of NYC: Sponsoring The Future  Printing Impressions

ViacomCBS Q2 Profit Slides on Advertising Declines Amid Coronavirus - Variety
ViacomCBS Q2 Profit Slides on Advertising Declines Amid Coronavirus  Variety

Times online advertising and subscription revenue exceeds print revenue - Crain's New York Business
Times online advertising and subscription revenue exceeds print revenue  Crain's New York Business

Travel Brands Doubled U.S. TV Advertising in July - Skift
Travel Brands Doubled U.S. TV Advertising in July  Skift

How a virtual advertising 'camp' saved internships for 200 students - AdAge.com
How a virtual advertising 'camp' saved internships for 200 students  AdAge.com

Lamar Advertising earnings drop - The Advocate
Lamar Advertising earnings drop  The Advocate

Gannett and Tribune newspaper chains see subscriber growth amid plunging advertising. - The New York Times
Gannett and Tribune newspaper chains see subscriber growth amid plunging advertising.  The New York Times

97.9 The Hill and Chapelboro.com Establish the Community Nonprofit Advertising Fund - Chapelboro.com
97.9 The Hill and Chapelboro.com Establish the Community Nonprofit Advertising Fund  Chapelboro.com

Digital Advertising Company Mediaocean Acquires Symsys - Martechcube
Digital Advertising Company Mediaocean Acquires Symsys  Martechcube

Gates a useless advertising tool for the Developer - Villages-News
Gates a useless advertising tool for the Developer  Villages-News

BHW1 rebrands to AmpliFi Advertising - The Spokesman-Review
BHW1 rebrands to AmpliFi Advertising  The Spokesman-Review

Why Microsoft's Potential TikTok Acquisition Probably Isn't About Advertising - AdExchanger
Why Microsoft's Potential TikTok Acquisition Probably Isn't About Advertising  AdExchanger

Meet the Press Blog: Latest news, analysis and data driving the political discussion - NBC News
Meet the Press Blog: Latest news, analysis and data driving the political discussion  NBC News

What Fashion, Beauty Companies Are Saying About Advertising - WWD
What Fashion, Beauty Companies Are Saying About Advertising  WWD

Top 2 Advertising/Marketing Stocks To Buy In 2020 - Forbes
Top 2 Advertising/Marketing Stocks To Buy In 2020  Forbes

Podcast advertising to hit $1 billion in 2021 - Fox Business
Podcast advertising to hit $1 billion in 2021  Fox Business

WCS Issues Scam Alert on "Sports Media Advertising" Company - Williamson Source
WCS Issues Scam Alert on "Sports Media Advertising" Company  Williamson Source

Wilkes-Barre police issue warning over advertising scam - fox56.com
Wilkes-Barre police issue warning over advertising scam  fox56.com

Advertise with Us - Tommie Media
Advertise with Us  Tommie Media

Google Expands Audio Advertising Options to Help Brands Tap Into Increased Audio Engagement - Social Media Today
Google Expands Audio Advertising Options to Help Brands Tap Into Increased Audio Engagement  Social Media Today

Black-Owned Media Companies Call for Advertisers to Start Spending - Black Enterprise
Black-Owned Media Companies Call for Advertisers to Start Spending  Black Enterprise

Advertising for the 'reasonable consumer' in food and beverage labeling - Food Dive
Advertising for the 'reasonable consumer' in food and beverage labeling  Food Dive

‘Building up a community first’: Instagram Reels has little on offer for advertisers — for now - Digiday
‘Building up a community first’: Instagram Reels has little on offer for advertisers — for now  Digiday

Roku balances short-term advertising shadows against long-term streaming growth - S&P Global
Roku balances short-term advertising shadows against long-term streaming growth  S&P Global

AIG Life & Retirement Launches We See the Future in You Advertising Campaign at 2020 PGA Championship - Business Wire
AIG Life & Retirement Launches We See the Future in You Advertising Campaign at 2020 PGA Championship  Business Wire

Audi Isn’t The First Automaker To Slip On An Advertising Banana Peel - Forbes
Audi Isn’t The First Automaker To Slip On An Advertising Banana Peel  Forbes

KSL-TV Explains How to Measure ROI Based on Local CTV Advertising [VIDEO] - TVRev
KSL-TV Explains How to Measure ROI Based on Local CTV Advertising [VIDEO]  TVRev

Lamar Advertising removes anti-mask billboards, declines to display 3 of 4 ads from anti-racism group - The Spokesman-Review
Lamar Advertising removes anti-mask billboards, declines to display 3 of 4 ads from anti-racism group  The Spokesman-Review

Playwire to Give All Online Publishers Insights on Advertising Technology, Page Speed, Site Performance, and Ad Optimization - PR Web
Playwire to Give All Online Publishers Insights on Advertising Technology, Page Speed, Site Performance, and Ad Optimization  PR Web

Paid advertisement controversy rattles Korean YouTube industry - The Jakarta Post - Jakarta Post
Paid advertisement controversy rattles Korean YouTube industry - The Jakarta Post  Jakarta Post

etailz Announces New Features for AdManager to Optimize Amazon Advertising Marketing - PR Web
etailz Announces New Features for AdManager to Optimize Amazon Advertising Marketing  PR Web

How to Create Video Advertising Campaigns for the Long Run - Entrepreneur
How to Create Video Advertising Campaigns for the Long Run  Entrepreneur

Lamar Advertising Company Announces Second Quarter Ended June 30, 2020 Operating Results - GlobeNewswire
Lamar Advertising Company Announces Second Quarter Ended June 30, 2020 Operating Results  GlobeNewswire

Lamar Advertising (LAMR) Misses Q2 FFO and Revenue Estimates - Yahoo Finance
Lamar Advertising (LAMR) Misses Q2 FFO and Revenue Estimates  Yahoo Finance

Mediavine Integrates with Centro's Basis Programmatic Advertising Platform - PRNewswire
Mediavine Integrates with Centro's Basis Programmatic Advertising Platform  PRNewswire

We banned advertising for cigarettes. Should we do the same for SUVs? - GreenBiz
We banned advertising for cigarettes. Should we do the same for SUVs?  GreenBiz

After more than 1,000 firms boycotted Facebook, what's next for ads on social media? - CNBC
After more than 1,000 firms boycotted Facebook, what's next for ads on social media?  CNBC

TikTok gives advertisers an emergency ripcord in case Trump gets his ban - AdAge.com
TikTok gives advertisers an emergency ripcord in case Trump gets his ban  AdAge.com

Global Online Advertising Market Outlook Industry Analysis, Size, Share, Growth, Trends and Forecast, 2026 - AlgosOnline
Global Online Advertising Market Outlook Industry Analysis, Size, Share, Growth, Trends and Forecast, 2026  AlgosOnline

Trump campaign restarts TV advertising with spots slamming Biden - POLITICO
Trump campaign restarts TV advertising with spots slamming Biden  POLITICO

Disney Plus subscriber numbers are soaring — but that's not the whole story - Business Insider - Business Insider
Disney Plus subscriber numbers are soaring — but that's not the whole story - Business Insider  Business Insider

Google rolls out audio ad tools for publishers and advertisers - Business Insider
Google rolls out audio ad tools for publishers and advertisers  Business Insider

How attitudes towards feminism shape responses to sexualised advertising - Warc
How attitudes towards feminism shape responses to sexualised advertising  Warc

Coca-Cola comes out of advertising lockdown with 'manifesto for change' commercial - Netimperative
Coca-Cola comes out of advertising lockdown with 'manifesto for change' commercial  Netimperative

Lamar Advertising Co (LAMR) Q2 2020 Earnings Call Transcript - Nasdaq
Lamar Advertising Co (LAMR) Q2 2020 Earnings Call Transcript  Nasdaq

Ubisoft and In-game Advertising Platform Anzu.io Brings Blended In-Game Ads Into Trackmania - MarTech Series
Ubisoft and In-game Advertising Platform Anzu.io Brings Blended In-Game Ads Into Trackmania  MarTech Series

Facebook has been barely impacted by big advertisers' boycott — here's why - TNW
Facebook has been barely impacted by big advertisers' boycott — here's why  TNW

Scrutiny of bailout pushes Householder’s Enterprise into advertising frenzy - The Newark Advocate
Scrutiny of bailout pushes Householder’s Enterprise into advertising frenzy  The Newark Advocate

Snap CMO Kenny Mitchell Says New B2B Campaign Targeting Advertisers Highlights The ‘Snapchat Generation’ - Forbes
Snap CMO Kenny Mitchell Says New B2B Campaign Targeting Advertisers Highlights The ‘Snapchat Generation’  Forbes

OneTrust Expands OTT Capabilities to Help Publishers and Advertisers Capture and Communicate Consent - MarTech Series
OneTrust Expands OTT Capabilities to Help Publishers and Advertisers Capture and Communicate Consent  MarTech Series

Advertising Revenues Projected To Decline In 2020 Worldwide - Forbes
Advertising Revenues Projected To Decline In 2020 Worldwide  Forbes

Advertisers: Start building your 3D asset library now - Verizon Communications
Advertisers: Start building your 3D asset library now  Verizon Communications

Amazon Sponsored Advertising - How to Optimise Your Way to a Profitable Q4 - World First Foreign Currency Exchange
Amazon Sponsored Advertising - How to Optimise Your Way to a Profitable Q4  World First Foreign Currency Exchange

Sam’s Club Partners With Button and Rakuten Advertising - Martechcube
Sam’s Club Partners With Button and Rakuten Advertising  Martechcube

Sam's Club Partners With Button and Rakuten Advertising to Transform Its Affiliate Program Through Reach™ - PRNewswire
Sam's Club Partners With Button and Rakuten Advertising to Transform Its Affiliate Program Through Reach™  PRNewswire

Lamar Advertising REIT : CO/NEW MANAGEMENT'S DISCUSSION AND ANALYSIS OF FINANCIAL CONDITION AND RESULTS OF OPERATIONS (form 10-Q) - marketscreener.com
Lamar Advertising REIT : CO/NEW MANAGEMENT'S DISCUSSION AND ANALYSIS OF FINANCIAL CONDITION AND RESULTS OF OPERATIONS (form 10-Q)  marketscreener.com

New Jersey's COVID-19 Advertising Campaign Targets 30-something's 'Risky Behaviors' - TAPinto.net
New Jersey's COVID-19 Advertising Campaign Targets 30-something's 'Risky Behaviors'  TAPinto.net

Fiat Chrysler Reorders Its Advertising Around Digital Demands - Forbes
Fiat Chrysler Reorders Its Advertising Around Digital Demands  Forbes

More Than 1,000 Companies Boycotted Facebook. Did It Work? - The New York Times
More Than 1,000 Companies Boycotted Facebook. Did It Work?  The New York Times

Apple and Microsoft just proved the power of advertising - ZDNet
Apple and Microsoft just proved the power of advertising  ZDNet

US Podcast Advertising To Top $1 Billion Next Year 08/04/2020 - MediaPost Communications
US Podcast Advertising To Top $1 Billion Next Year 08/04/2020  MediaPost Communications

The Return to Live Sports Will Force TV Advertisers To Rethink Their Approach - AdExchanger
The Return to Live Sports Will Force TV Advertisers To Rethink Their Approach  AdExchanger

COVID-19 Impacts: In-Game Advertising Market Will Accelerate at a CAGR of Almost 20% Through 2020-2024 | Increasing Popularity of Mobile Gaming to Boost Growth | Technavio - Business Wire
COVID-19 Impacts: In-Game Advertising Market Will Accelerate at a CAGR of Almost 20% Through 2020-2024 | Increasing Popularity of Mobile Gaming to Boost Growth | Technavio  Business Wire

Global Online Display Advertising Platforms Market 2020 and estimated to grow in near Future, Growth, Supply Demand and Analysis by Types 2020-2026 - Market Research Posts
Global Online Display Advertising Platforms Market 2020 and estimated to grow in near Future, Growth, Supply Demand and Analysis by Types 2020-2026  Market Research Posts

Google’s Advertising Haul Comes Up Short for First Time - The Wall Street Journal
Google’s Advertising Haul Comes Up Short for First Time  The Wall Street Journal

Got Milk? returns to advertising with spots by Weber Shandwick - PR Week
Got Milk? returns to advertising with spots by Weber Shandwick  PR Week

Fox posts lower quarterly profit on decline in advertising revenue - Fox Business
Fox posts lower quarterly profit on decline in advertising revenue  Fox Business

Mobile Advertising Market Statistics, Revenue, Cost, Gross Margin, Dynamics, Competitive Landscaping And Impact Of COVID-19 - Market Research Posts
Mobile Advertising Market Statistics, Revenue, Cost, Gross Margin, Dynamics, Competitive Landscaping And Impact Of COVID-19  Market Research Posts

Centro Implements Transparency Requirements to Bring Advertisers and Publishers Closer Together - MarTech Series
Centro Implements Transparency Requirements to Bring Advertisers and Publishers Closer Together  MarTech Series

Brands continue to lean heavily on programmatic advertising, IAB says - Marketing Dive
Brands continue to lean heavily on programmatic advertising, IAB says  Marketing Dive

ViacomCBS Sets Launch Of EyeQ, A Comprehensive Offering For Advertisers - Deadline
ViacomCBS Sets Launch Of EyeQ, A Comprehensive Offering For Advertisers  Deadline

Pinterest shares close up 36% on user growth and advertising in Q2 - CNBC
Pinterest shares close up 36% on user growth and advertising in Q2  CNBC

Walmart rolls out measurement tool to take on Amazon Advertising - Business Insider
Walmart rolls out measurement tool to take on Amazon Advertising  Business Insider

‘A Big Correction’: Pandemic Brings Change to ‘Bloated’ Ad Industry - The New York Times
‘A Big Correction’: Pandemic Brings Change to ‘Bloated’ Ad Industry  The New York Times

How to achieve brand safety in digital advertising - SmartBrief
How to achieve brand safety in digital advertising  SmartBrief

Philadelphia Flyers to award free advertising to 5 small businesses - WPVI-TV
Philadelphia Flyers to award free advertising to 5 small businesses  WPVI-TV

IAB US Podcast Advertising Revenue Study: FY 2019 & 2020 COVID-19 Impact - IAB
IAB US Podcast Advertising Revenue Study: FY 2019 & 2020 COVID-19 Impact  IAB

Microsoft Advertising Integrates Shutterstock to Help Advertisers Create High-Performing Ads - PRNewswire
Microsoft Advertising Integrates Shutterstock to Help Advertisers Create High-Performing Ads  PRNewswire

AdTech Roundup: Top Things in Advertising Technology - MarTech Series
AdTech Roundup: Top Things in Advertising Technology  MarTech Series

TikTok's new offering for small advertisers could help it lure them from Facebook - CNBC
TikTok's new offering for small advertisers could help it lure them from Facebook  CNBC

Facebook May Ban Political Advertising - Variety
Facebook May Ban Political Advertising  Variety

SiriusXM, Pandora Add Self-Pay Subscribers, But Advertising Falls Amid Pandemic - Hollywood Reporter
SiriusXM, Pandora Add Self-Pay Subscribers, But Advertising Falls Amid Pandemic  Hollywood Reporter

Disney Slashed Ad Spending on Facebook Amid Growing Boycott - The Wall Street Journal
Disney Slashed Ad Spending on Facebook Amid Growing Boycott  The Wall Street Journal

People of Color Drive Culture. They Will Save Advertising - Adweek
People of Color Drive Culture. They Will Save Advertising  Adweek

Why this Facebook advertising boycott is different - The Drum
Why this Facebook advertising boycott is different  The Drum

Hindu temple ad runs in Times Square despite opposition - Associated Press
Hindu temple ad runs in Times Square despite opposition  Associated Press

Advertisement: American Advertisement | Review - Pitchfork
Advertisement: American Advertisement | Review  Pitchfork

Facebook Advertisers Boycott, Demand Changes - Voice of America
Facebook Advertisers Boycott, Demand Changes  Voice of America

Target, MTV Blocked Ads From News Mentioning ‘George Floyd’ and ‘Protests’ - The Wall Street Journal
Target, MTV Blocked Ads From News Mentioning ‘George Floyd’ and ‘Protests’  The Wall Street Journal

As Trump Pushes Into Portland, His Campaign Ads Turn Darker - The New York Times
As Trump Pushes Into Portland, His Campaign Ads Turn Darker  The New York Times

The Revitalization Of Print Advertising - Forbes
The Revitalization Of Print Advertising  Forbes

Advertising adjusts for a new reality: Sweatpants for staying home and toilet paper that cares - The Washington Post
Advertising adjusts for a new reality: Sweatpants for staying home and toilet paper that cares  The Washington Post

Facebook Boycott: Starbucks and Diageo to Pull Ads - The New York Times
Facebook Boycott: Starbucks and Diageo to Pull Ads  The New York Times

Google Will Require Proof of Identity From All Advertisers - The New York Times
Google Will Require Proof of Identity From All Advertisers  The New York Times

As Facebook Boycott Grows, Advertisers Grapple With Race - The New York Times
As Facebook Boycott Grows, Advertisers Grapple With Race  The New York Times

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