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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 Tue. April / 20 / 2021

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Wiregrass wins top advertising program awards  WALB

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How Walmart is pitching advertisers  Business Insider

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Outdoor Advertising Market Procurement Intelligence Report With COVID-19 Impact Update| SpendEdge  PRNewswire

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ViacomCBS Issues Advertising Guidelines For Its Adult Directed Networks - Media, Telecoms, IT, Entertainment - United States  Mondaq News Alerts

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CommerceCo Recap: 3 R's Are Changing Targeted Advertising  Practical Ecommerce

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Comcast Advertising Appoints Tony Sanchez to Lead Customer Experience  MarTech Series

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What Are The Two Most Powerful Words In Advertising? “Call Now”  MarTech Series

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Bevill State alumnus wins advertising awards  Daily Mountain Eagle

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Sports Betting and Gambling Advertising Bans In America? Not Bloody Likely  Sports Handle

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Demi Lovato Doubles Down on Fro-Yo Shop for Advertising 'Diet' Options  TMZ

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Vaping Company Kandypens Ordered To Pay $1.2 Million For Allegedly Marketing, Advertising To Young Consumers  CBS Los Angeles

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Brunswick council mulls tobacco point-of-sale advertising legislation  cleveland.com

Advancing Diversity Week Will Advocate for Inclusion in Media and Advertising - InfoToday.com
Advancing Diversity Week Will Advocate for Inclusion in Media and Advertising  InfoToday.com

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Hawaiian Host is accused of false advertising for mainland-made treats  Yahoo News

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Report: Auto Dealers Need to Increase Radio Advertising  RADIO ONLINE

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In the Roaring Twenties, Ads Make a Comeback  The New York Times

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Amid digital advertising upheaval, CIOs will lead business transformation  CIO Dive

Unlocking The Investment Opportunity In Podcast Advertising - ValueWalk
Unlocking The Investment Opportunity In Podcast Advertising  ValueWalk

Vizio is a smart bet on the future of advertising, Wells Fargo says - CNBC
Vizio is a smart bet on the future of advertising, Wells Fargo says  CNBC

An introduction to advertising on Reddit - GamesIndustry.biz
An introduction to advertising on Reddit  GamesIndustry.biz

Leon Tsoukernik Sues Facebook for $23 Million Over Fraudulent Advertising - HighstakesDB
Leon Tsoukernik Sues Facebook for $23 Million Over Fraudulent Advertising  HighstakesDB

City of Framingham Advertising For Assistant Director For Highway & Sanitation - framinghamsource.com
City of Framingham Advertising For Assistant Director For Highway & Sanitation  framinghamsource.com

Connecticut proposes digital advertising services tax and employee-elective wage compensation tax on employers - Lexology
Connecticut proposes digital advertising services tax and employee-elective wage compensation tax on employers  Lexology

Analyst: Tubi Should Yield $1B In Advertising By 2023 04/19/2021 - MediaPost Communications
Analyst: Tubi Should Yield $1B In Advertising By 2023 04/19/2021  MediaPost Communications

Game of Thrones’ Maisie Williams faces backlash for advertising H&M’s sustainability initiative - Wiki Of Thrones
Game of Thrones’ Maisie Williams faces backlash for advertising H&M’s sustainability initiative  Wiki Of Thrones

Oppenheimer raises estimates, targets as digital advertising growth accelerates - Seeking Alpha
Oppenheimer raises estimates, targets as digital advertising growth accelerates  Seeking Alpha

Datafication of advertising: How it changes the marketing landscape - Marketing magazine Australia
Datafication of advertising: How it changes the marketing landscape  Marketing magazine Australia

United is going on the offensive against rival Southwest in another spat with competitors - Business Insider
United is going on the offensive against rival Southwest in another spat with competitors  Business Insider

Blockchain in digital marketing: More consumer trust - and new ways of advertising - Marketing Tech
Blockchain in digital marketing: More consumer trust - and new ways of advertising  Marketing Tech

Gore Mutual keeps full partnership support for national broker advertising campaign - Insurance Business Canada
Gore Mutual keeps full partnership support for national broker advertising campaign  Insurance Business Canada

Advertising Agency Employees Share Pandemic Burnout Stories - Business Insider
Advertising Agency Employees Share Pandemic Burnout Stories  Business Insider

Association of e‐cigarette advertising with e‐cigarette and cigarette use among US adults - MD Linx
Association of e‐cigarette advertising with e‐cigarette and cigarette use among US adults  MD Linx

Measuring the Impact of Out-of-Home (OOH) Advertising by Utilizing Data - Business 2 Community
Measuring the Impact of Out-of-Home (OOH) Advertising by Utilizing Data  Business 2 Community

What is National Donate Life Month? Sponsored Advertising by AdventHealth - FOX 35 Orlando
What is National Donate Life Month? Sponsored Advertising by AdventHealth  FOX 35 Orlando

The top 10 ad spenders in Big Pharma for 2020 - FiercePharma
The top 10 ad spenders in Big Pharma for 2020  FiercePharma

The Advertising Billboard Lights Market Report (2020-2027): Opportunities, Challenges, Strategies, Forecasts – The Courier - The Courier
The Advertising Billboard Lights Market Report (2020-2027): Opportunities, Challenges, Strategies, Forecasts – The Courier  The Courier

Vegas advertising agency shifted focus during pandemic - KTNV Las Vegas
Vegas advertising agency shifted focus during pandemic  KTNV Las Vegas

How Advertisers Can Use Addressability To Unlock The Diverse Hispanic Market - AdExchanger
How Advertisers Can Use Addressability To Unlock The Diverse Hispanic Market  AdExchanger

What advertisers stepping into the gaming arena should know - Marketing Dive
What advertisers stepping into the gaming arena should know  Marketing Dive

Half of women in advertising offices received unwanted sexual advances, study finds - Phys.org
Half of women in advertising offices received unwanted sexual advances, study finds  Phys.org

Internet Advertising Market Size to Register 9.8% CAGR During 2019-2025 - Market Primes
Internet Advertising Market Size to Register 9.8% CAGR During 2019-2025  Market Primes

Global Digital Advertising Market to Witness a Pronounce Growth During 2026| IAC, Twitter, Tencent, AOL, Amazon, Pandora, LinkedIn, SINA, Yelp and more – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Global Digital Advertising Market to Witness a Pronounce Growth During 2026| IAC, Twitter, Tencent, AOL, Amazon, Pandora, LinkedIn, SINA, Yelp and more – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Social Media Engagement Data Shows Varying Advertising Consumption Differences Globally, During the Pandemic - Digital Information World
Social Media Engagement Data Shows Varying Advertising Consumption Differences Globally, During the Pandemic  Digital Information World

RIT advertising photography students win gold at Rochester ADDY awards | RIT - RIT University News Services
RIT advertising photography students win gold at Rochester ADDY awards | RIT  RIT University News Services

Taboola Drives Advertising Success For More Than 100 Women-owned - MarTech Series
Taboola Drives Advertising Success For More Than 100 Women-owned  MarTech Series

Global Cross-Platform and Mobile Advertising Market In-Depth Qualitative Insights & Future Growth Analysis 2020-2026 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Global Cross-Platform and Mobile Advertising Market In-Depth Qualitative Insights & Future Growth Analysis 2020-2026 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Advertising Management Platform Global Market Study Focus on Top Companies and Crucial Drivers – The Courier - The Courier
Advertising Management Platform Global Market Study Focus on Top Companies and Crucial Drivers – The Courier  The Courier

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Advertising agencies imagine the office of the future  Business Insider

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Native Advertising Market Analysis and Research | IAB Playbook,Outbrain, Taboola, Sharethrough, AdsNative – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Colorado governments work to bridge vaccine gaps through advertising  FOX 31 Denver

Walmart Connect's 2021 Pitch for E-Commerce Advertising - Business Insider
Walmart Connect's 2021 Pitch for E-Commerce Advertising  Business Insider

Nets Ask Advertisers To Move As Much As 30% Of Upfront Into CTV 04/20/2021 - MediaPost Communications
Nets Ask Advertisers To Move As Much As 30% Of Upfront Into CTV 04/20/2021  MediaPost Communications

The future of political advertising is connected TV - Axios
The future of political advertising is connected TV  Axios

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Advertising Video Production Market size, Witness Highest Growth in near future by 2027 | Wpp Group, Omnicom Group, Publicis Group, Interpublic Group, Dentsu – The Courier  The Courier

How Brands Turned to In-Game Advertising During the Pandemic - Morning Brew
How Brands Turned to In-Game Advertising During the Pandemic  Morning Brew

Cross-Platform & Mobile Advertising Market Forecasts by Global Industry Revenue and Demand Analysis in 2026 – The Courier - The Courier
Cross-Platform & Mobile Advertising Market Forecasts by Global Industry Revenue and Demand Analysis in 2026 – The Courier  The Courier

Bouygues Telecom signs targeted advertising deal with NRJ Global - Telecompaper EN
Bouygues Telecom signs targeted advertising deal with NRJ Global  Telecompaper EN

Search Engine Advertising Services Market Growth, Global Competition and Business Opportunity 2021 to 2025 – The Courier - The Courier
Search Engine Advertising Services Market Growth, Global Competition and Business Opportunity 2021 to 2025 – The Courier  The Courier

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FLoC and UID2 cookie alternatives are good for advertisers and publishers but not consumers  Coywolf News

FTC Files First Case Seeking Civil Penalties For Allegedly Deceptive COVID-19 Advertising - JD Supra
FTC Files First Case Seeking Civil Penalties For Allegedly Deceptive COVID-19 Advertising  JD Supra

Advertising Employees Are Facing Burnout and Some Are Quitting - Business Insider
Advertising Employees Are Facing Burnout and Some Are Quitting  Business Insider

Apple set to release long-awaited iOS update to restrict tracking by advertisers - CBS News
Apple set to release long-awaited iOS update to restrict tracking by advertisers  CBS News

VIA SMS and Extra Credit penalized for advertising loans - bnn-news.com
VIA SMS and Extra Credit penalized for advertising loans  bnn-news.com

Snap: A digital advertising revolution bolstered the 'camera company' - CNBC
Snap: A digital advertising revolution bolstered the 'camera company'  CNBC

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Global Cross-Platform and Mobile Advertising Market SWOT Analysis, Key Indicators, Forecast 2027 : Microsoft, 4info, Flipkart, Apple – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Social Advertising & Social Media Market Competitive Landscape & Business Opportunities by 2027 | Facebook, Linkedin, Google Edition, Twitter, Instagram – The Courier - The Courier
Social Advertising & Social Media Market Competitive Landscape & Business Opportunities by 2027 | Facebook, Linkedin, Google Edition, Twitter, Instagram – The Courier  The Courier

Impact Of COVID-19 On Location Based Advertising Market 2021 Industry Challenges Business Overview And Forecast Research Study 2027 – The Courier - The Courier
Impact Of COVID-19 On Location Based Advertising Market 2021 Industry Challenges Business Overview And Forecast Research Study 2027 – The Courier  The Courier

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Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case  The Wall Street Journal

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Rebooting The U.S. Media Sector: 2021 Advertising Trends Are Nicely Up, With Some Sectors Lagging  S&P Global

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Global Digital OOH Advertising Market (2021 to 2026) - Industry Trends, Share, Size, Growth, Opportunity and Forecasts  PRNewswire

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Local Chinese regulators fine Alibaba-backed browser for false advertising  Reuters

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Livestreaming Poised To Take A Bite Out Of The $60 Billion U.S. TV Advertising Spend  Forbes

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Why You Should Use Advertisement Banners For Your Small Business?  Influencive

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How doctors can market themselves without running afoul of non-advertising laws  The Star Online

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Will Sports TV Advertising Return to Pre-Pandemic Form?  Hollywood Reporter

Connecting CPG Advertising Strategies To Business Outcomes - AdExchanger
Connecting CPG Advertising Strategies To Business Outcomes  AdExchanger

Comprehensive Report on Traditional Advertising Agency Services Market 2021 | Leading Players – Epsilon, Televerde, 360I, COX Media LLC, MDC Partners, etc. – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Comprehensive Report on Traditional Advertising Agency Services Market 2021 | Leading Players – Epsilon, Televerde, 360I, COX Media LLC, MDC Partners, etc. – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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The week ahead in advertising and marketing 04/18/2021  AdAge.com

Compliance with privacy laws is concerning majority of the mobile advertisers - Digital Information World
Compliance with privacy laws is concerning majority of the mobile advertisers  Digital Information World

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VIDEO EXCLUSIVE: Ableworld targets Shropshire customers with new TV advertising campaign • THIIS Magazine  THIIS

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Honesty Is The Best Policy, Even In Advertising  AList

Disney and ad-tech firms agree to privacy changes for children’s apps. - The New York Times
Disney and ad-tech firms agree to privacy changes for children’s apps.  The New York Times

Advertising spending down 15.8% in 2020 - BBJ - Budapest Business Journal
Advertising spending down 15.8% in 2020 - BBJ  Budapest Business Journal

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ROI of Advanced Digital Advertising: What Marketers Need to Know  Law.com

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Report: Advertisements on Sweaters Could Come to the NHL by 2022-23 Season  bleachernation.com

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Smarty Social Media Receives The Startup Weekly's 2021 Marketing & Advertising Companies to Watch Award  PRNewswire

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Gozoop appoints Gillian Marie Hooper as group director  ETBrandEquity.com

Global Online Display Advertising Platforms Market 2021– Industry Insights, Drivers, Top Trends, Global Analysis And Forecast to 2027 – The Courier - The Courier
Global Online Display Advertising Platforms Market 2021– Industry Insights, Drivers, Top Trends, Global Analysis And Forecast to 2027 – The Courier  The Courier

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IAB Internet Advertising Revenue Report for 2020 Shows 12.2% Increase in Digital Advertising, Despite COVID-19 Economic Impacts  PRNewswire

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Study.com names Texas State University advertising degree among best in nation  San Marcos Daily Record

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What Search Marketers Need to Know About Instacart Advertising  Search Engine Journal

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Microsoft to Auto Apply Ad Suggestions: What Advertisers Should Know  Search Engine Journal

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Advertising Going Back For The Future: The Upside Of A Post-IDFA World  AdExchanger

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Microsoft Advertising's New Rollout & More Digital Marketing News  Search Engine Journal

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This Group Wants to ‘Ban Surveillance Advertising’  WIRED

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Will Digital Advertising Taxes Spread in 2021?  CPAPracticeAdvisor.com

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Advertising Spend Expected to Trickle Back to TV as Consumers Embrace Streaming  Adweek

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Microsoft Advertising announces Automotive Ads open beta in the US and UK  Search Engine Land

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Advertising overload: Let’s break it down  The American Genius

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Car advertising process evolves with pandemic  Automotive News

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