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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. January / 31 / 2023

Twitter advertisers want to spend money but say “our emails have been falling into the abyss.” - Slate
Twitter advertisers want to spend money but say “our emails have been falling into the abyss.”  Slate

Apple's Soccer TV Push Comes With No Guarantees for Advertisers - Bloomberg
Apple's Soccer TV Push Comes With No Guarantees for Advertisers  Bloomberg

Meta advertising: 5 best practices for 2023 - Search Engine Land
Meta advertising: 5 best practices for 2023  Search Engine Land

IAC Cuts Staff at DotDash Meredith Unit by 7% on Weaker Advertising Market - Barron's
IAC Cuts Staff at DotDash Meredith Unit by 7% on Weaker Advertising Market  Barron's

‘That’s not in our system’: Customer calls out Burger King for ‘false advertising’ after employee wouldn’t honor promo - The Daily Dot
‘That’s not in our system’: Customer calls out Burger King for ‘false advertising’ after employee wouldn’t honor promo  The Daily Dot

Everyone's watching Meta's earnings report for a hint at how online ads are doing - CNBC
Everyone's watching Meta's earnings report for a hint at how online ads are doing  CNBC

WWE Officially Advertising Roman Reigns vs. Cody Rhodes for WrestleMania 39 - ComicBook.com
WWE Officially Advertising Roman Reigns vs. Cody Rhodes for WrestleMania 39  ComicBook.com

Netflix Expects Its Advertising Business to Surpass This Connected TV Ad Giant - The Motley Fool
Netflix Expects Its Advertising Business to Surpass This Connected TV Ad Giant  The Motley Fool

TikTok sold $4.3M weight-loss ads, breaching its policy and promises - Insider
TikTok sold $4.3M weight-loss ads, breaching its policy and promises  Insider

‘Live from PS5’ advertisement celebrates increased supply worldwide - Gematsu
‘Live from PS5’ advertisement celebrates increased supply worldwide  Gematsu

Rakuten Advertising named mThink's Best Affiliate Network for 12 ... - PR Newswire
Rakuten Advertising named mThink's Best Affiliate Network for 12 ...  PR Newswire

The Justice Department accuses Google of an advertising monopoly - WSIU
The Justice Department accuses Google of an advertising monopoly  WSIU

In-Game Advertising Market: An In-depth Analysis from 2018-2027 ... - InvestorsObserver
In-Game Advertising Market: An In-depth Analysis from 2018-2027 ...  InvestorsObserver

Marketers Predict Programmatic Advertising Spend in Podcasts to ... - Marketing Dive
Marketers Predict Programmatic Advertising Spend in Podcasts to ...  Marketing Dive

The stage is set for mobile AR advertising to shine - Insider Intelligence
The stage is set for mobile AR advertising to shine  Insider Intelligence

Entrepreneurial Advertising: The Future Of Marketing - Bluebonnet News
Entrepreneurial Advertising: The Future Of Marketing  Bluebonnet News

2023 Predictions for AI and Advertising – NJ Tech Weekly - njtechweekly.com
2023 Predictions for AI and Advertising – NJ Tech Weekly  njtechweekly.com

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JCDecaux wins 15-year exclusive Advertising Street Furniture ...  GlobeNewswire

Downtown Ottawa’s Largest Advertising Canvas Is Now Available with PATTISON Outdoor - Yahoo Finance
Downtown Ottawa’s Largest Advertising Canvas Is Now Available with PATTISON Outdoor  Yahoo Finance

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GlassView Video Distribution Platform Propels Attention to RIP ...  PR Newswire

Eye Square Announces Full Membership in Advertising Research ... - MarTech Series
Eye Square Announces Full Membership in Advertising Research ...  MarTech Series

eMarketer Podcast: The Daily: How sports advertising is changing ... - Insider Intelligence
eMarketer Podcast: The Daily: How sports advertising is changing ...  Insider Intelligence

Advertising Rates: FishersIsland.net & eFog Horn - fishersisland.net
Advertising Rates: FishersIsland.net & eFog Horn  fishersisland.net

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Rodeo FX Names Igor Boros as VFX Supervisor in Advertising ...  Little Black Book - LBBonline

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Thailand Issues Regulation on Language and Other Content in ...  Lexology

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Roku smart TVs mean opportunities for advertising, new formats  FierceVideo

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Brands are on board with CTV advertising. What about consumers?  Campaign US

Justice Department finalizes compliance metrics for Meta’s (formerly ... - JD Supra
Justice Department finalizes compliance metrics for Meta’s (formerly ...  JD Supra

iPROM Introduces First-Party Data Management Platform for Advertisers. iPROM Private DMP Launches the New Era of Digital Advertising with First-Party Data - Yahoo Finance
iPROM Introduces First-Party Data Management Platform for Advertisers. iPROM Private DMP Launches the New Era of Digital Advertising with First-Party Data  Yahoo Finance

A more sustainable type of advertising - MobileMarketing Magazine
A more sustainable type of advertising  MobileMarketing Magazine

As The Economy Shifts, 5 Things Mobile Advertisers Should Know - AdExchanger
As The Economy Shifts, 5 Things Mobile Advertisers Should Know  AdExchanger

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Hawaii Pol Wants To Ban Nevada Casinos From Advertising In His ...  Casino.Org News

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Social media advertisement campaigns have been effective in changing public perceptions and receptiveness to COVID-19 vaccines  News-Medical.Net

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Swedish regulator acts over Svenska Spel free-to-air show deemed ...  iGaming Business

Osprey Sues Grayscale for Misleading Advertising on Crypto Trust - Bloomberg Law
Osprey Sues Grayscale for Misleading Advertising on Crypto Trust  Bloomberg Law

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Husson University unveils new television remote unit, opportunities in marketing & advertising  WABI

How Ice Cube is pitching his Big3 basketball league to advertisers - AdAge.com
How Ice Cube is pitching his Big3 basketball league to advertisers  AdAge.com

Digital Advertising Biz Faces New, Old Challenges In 2023 - Forbes
Digital Advertising Biz Faces New, Old Challenges In 2023  Forbes

NBCUniversal Details 'The Next Evolution' of Advertising and Partnership Interface One Platform - TheWrap
NBCUniversal Details 'The Next Evolution' of Advertising and Partnership Interface One Platform  TheWrap

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Recent class action lawsuits accuse medicine, health product ...  Top Class Actions

Outdoor Advertising Sales - Agency - South Africa - Johannesburg - Bizcommunity.com
Outdoor Advertising Sales - Agency - South Africa - Johannesburg  Bizcommunity.com

Innovative OOH Advertising Ideas Brands Can Use In 2023 - Forbes
Innovative OOH Advertising Ideas Brands Can Use In 2023  Forbes

Australia Investigates Influencers Over False Advertising - Bloomberg
Australia Investigates Influencers Over False Advertising  Bloomberg

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A new threat to advertisers making sketchy health claims  The Seattle Times

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How Brands Can Approach Sports Advertising  Rolling Stone

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Mirriad Advertising mulls strategic options; Apollo plans to bid for ...  S&P Global

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National Linear TV Advertising Spending Down 2.3% in December  Next TV

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Disney Advertising expands EDO, Samba TV measurement ...  FierceVideo

Rule 8.3 - Mirriad Advertising Plc - GlobeNewswire
Rule 8.3 - Mirriad Advertising Plc  GlobeNewswire

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TV Advertising Isn’t Dead – It Just Needs More Effective Strategies  The Drum

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Urban One Inc. And Sounder Partner To Help Bring More ...  Essence

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Inside the $1 billion Super Bowl advertising complex  Fast Company

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Ad Representative Robert "Rusty" Connally | Advertising ...  Clay Center Dispatch

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Miller & Miller's online-only Advertising & Historic Objects auction ...  ArtfixDaily

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Programmatic Advertising Market Newer Segments of Application ...  Digital Journal

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FTC Challenges Half-Baked "Made In USA" Claims - Advertising ...  Mondaq

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Dems launch new abortion ads in battle for state governments  POLITICO

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Fame: Brands wanna live forever | Advertising  Campaign Asia

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Huge political advertising campaign had little effect on US voters  Nature.com

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The Manufacturers Life Insurance Company Sells 1996 Shares of ...  MarketBeat

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Spotify Shifts Podcast Strategy After Layoffs  Bloomberg

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The Green Rush Podcast: Jesse and Joel Stanley, Co-Founders of ...  GreenState

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Ginny Redington Dawes Starred as a Writer of Advertising Jingles  The Wall Street Journal

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As Addressable TV Advertising Grows, Challenges Remain  Forbes

Fireball whisky-maker accused of false advertising on miniature drink bottles - NBC News
Fireball whisky-maker accused of false advertising on miniature drink bottles  NBC News

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Can Elon Musk’s Twitter Win Back Advertisers’ Trust?  The Drum

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The 2023 podcast advertising landscape, as predicted by several ...  Marketing Brew

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Irish central bank chief calls for ban on crypto advertising  Reuters

Wolk's Week in Review: Digital advertising under fire from all sides ... - FierceVideo
Wolk's Week in Review: Digital advertising under fire from all sides ...  FierceVideo

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Study: U.S. cannabis advertising policies suffer from a lack of ...  University at Buffalo

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Unilever calls for a set of retail media network advertising standards  Insider Intelligence

Svenska Spel Breached Sweden’s Advertising Standards - GamblingNews.com
Svenska Spel Breached Sweden’s Advertising Standards  GamblingNews.com

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Here's what Twitter lost in advertising revenue in final months of 2022  Reuters

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THE FIFTH Agency Expands Los Angeles Team with Key Hire to ...  Business Wire

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TikTok Users Strongly Responsive to Advertising According to New ...  Branding in Asia Magazine

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Gambling advertising restrictions could reduce harm  Newswise

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Visit Alexandria Launches Rebrand and New Destination ...  The Zebra

Justice Dept. sues Google over digital advertising dominance - WAFF
Justice Dept. sues Google over digital advertising dominance  WAFF

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Bristol Airport appoints Eye Airports to manage and sell advertising ...  Business Leader

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South Africa adds new cryptocurrency standards to advertising code  Cointelegraph

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4 effective programmatic advertising strategies to protect brand ...  iTMunch

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Cinedigm Taps TripleLift as In-Show Advertising Partner  PR Newswire

Gartner Expectations for Super Bowl Advertising in 2023 - Gartner
Gartner Expectations for Super Bowl Advertising in 2023  Gartner

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For recovering problem gamblers, a sports betting advertising blitz turns Eagles’ season into a minefield  The Philadelphia Inquirer

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Dispatch from CES: 4 factors shaping TV advertising in 2023  AdAge.com

Federal Trade Commission cracks down on false advertising, discriminatory pricing in auto industry - KCRG
Federal Trade Commission cracks down on false advertising, discriminatory pricing in auto industry  KCRG

Clarivoy Fixes Massive Hole in Automotive Advertising with Release ... - MarTech Series
Clarivoy Fixes Massive Hole in Automotive Advertising with Release ...  MarTech Series

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Ad spending on TikTok defies advertising slowdown  Digiday

Out-of-Home (OOH) Advertising Market Growth and Share Forecast ... - Digital Journal
Out-of-Home (OOH) Advertising Market Growth and Share Forecast ...  Digital Journal

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Snap’s Stock Investors Risk More Pain on Advertising Woes  Yahoo Finance

How Amazon Ads Is Reshaping Contextual Advertising - AdExchanger
How Amazon Ads Is Reshaping Contextual Advertising  AdExchanger

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Advocacy group accuses Novo Nordisk of violating FDA's 'fair ...  Endpoints News

Twitter to Relax Ban on Political Ads - The New York Times
Twitter to Relax Ban on Political Ads  The New York Times

A Guide to the Different Types of Advertising on Spotify - Spotify
A Guide to the Different Types of Advertising on Spotify  Spotify

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Daraz Launches Daraz Advertising Solution (DAS)  ProPakistani

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Top 10 Advertising And Marketing Issues For 2023 - Advertising ...  Mondaq

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Advertising Uncertainty Is Weighing Heavily on the Communication ...  Morningstar

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How Amazon will transform the advertising industry in 2023 and ...  Insider Intelligence

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Bidstack launches dedicated sports division for metaverse ...  SportsPro Media

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