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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 Wed. May / 22 / 2024

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Vidhya Srinivasan Has the Hardest Job in Advertising  Adweek

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Drug advertisements will look different as new FDA rule takes effect Monday  Washington Examiner

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An artist reckons with the dangerous power of advertising and iconography  CNN

Joe Rogan-backed company sued for peddling supplements with 'false' advertising - The Independent
Joe Rogan-backed company sued for peddling supplements with 'false' advertising  The Independent

Bumble, Apple, and the art of the advertising apology - Fast Company
Bumble, Apple, and the art of the advertising apology  Fast Company

New ways Google AI can improve ads performance and creativity - The Keyword | Google Product and Technology News
New ways Google AI can improve ads performance and creativity  The Keyword | Google Product and Technology News

It's becoming impossible for game publishers to avoid the question of advertising inside premium titles - Digiday
It's becoming impossible for game publishers to avoid the question of advertising inside premium titles  Digiday

Recent Target class actions allege false advertising, data collection, more - Top Class Actions
Recent Target class actions allege false advertising, data collection, more  Top Class Actions

Digital Out of Home (DOOH) & In-Store Retail Media Playbook - IAB
Digital Out of Home (DOOH) & In-Store Retail Media Playbook  IAB

NBC Taps Big Advertisers to Support ‘SNL’ 50th Season - Variety
NBC Taps Big Advertisers to Support ‘SNL’ 50th Season  Variety

Out-of-state abortion pill providers must stop advertising and sales in Arkansas, AG orders • Arkansas Advocate - Arkansas Advocate
Out-of-state abortion pill providers must stop advertising and sales in Arkansas, AG orders • Arkansas Advocate  Arkansas Advocate

As Roblox expands its advertising network, child safety concerns are on the horizon - Digiday
As Roblox expands its advertising network, child safety concerns are on the horizon  Digiday

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Despite Advertising Carbon Capture, ExxonMobil Saw Marginal Role for It in Fighting Climate Change  DeSmog

Griffin accuses 2 organizations of advertising sale of abortion pills in Arkansas, sends cease and desist letters ... - Arkansas Online
Griffin accuses 2 organizations of advertising sale of abortion pills in Arkansas, sends cease and desist letters ...  Arkansas Online

INDIANA BOROUGH COUNCIL APPROVES ADVERTISING UPDATES TO TRANSIENT BUSINESS ORDINANCE - wccsradio.com
INDIANA BOROUGH COUNCIL APPROVES ADVERTISING UPDATES TO TRANSIENT BUSINESS ORDINANCE  wccsradio.com

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When Cookies Go Away, You'll Be Glad You Mastered These 3 Advertising Alternatives  Inc.

How Advertisers Might Handle Over-Attribution; Political Ads Still Hinge On Linear - AdExchanger
How Advertisers Might Handle Over-Attribution; Political Ads Still Hinge On Linear  AdExchanger

Google enhances product search, advertising with AI - Chain Store Age
Google enhances product search, advertising with AI  Chain Store Age

Press Release - City Advertising for Opening on Framingham Planning Board - framinghamsource.com
Press Release - City Advertising for Opening on Framingham Planning Board  framinghamsource.com

Advertising in the Baltics - statistics & facts - Statista
Advertising in the Baltics - statistics & facts  Statista

Attorney general threatens groups advertising abortion pills in Arkansas - Arkansas Times
Attorney general threatens groups advertising abortion pills in Arkansas  Arkansas Times

Governor Signs Bill to Eliminate Junk Fees, Mandating Full Disclosure in Advertising - KNSI
Governor Signs Bill to Eliminate Junk Fees, Mandating Full Disclosure in Advertising  KNSI

Inclusion drops in Advertising Council’s DE&I census: ‘Average is not good enough’ | Analysis - Campaign Asia
Inclusion drops in Advertising Council’s DE&I census: ‘Average is not good enough’ | Analysis  Campaign Asia

Google unveils AI-powered advertising tools at Google Marketing Live - MarTech
Google unveils AI-powered advertising tools at Google Marketing Live  MarTech

Arkansas asks abortion pill companies to stop advertising or face possible lawsuits - THV11.com KTHV
Arkansas asks abortion pill companies to stop advertising or face possible lawsuits  THV11.com KTHV

Exploring textual–visual strategies in internet-based light food advertising: a study of Taobao advertisements in China ... - Nature.com
Exploring textual–visual strategies in internet-based light food advertising: a study of Taobao advertisements in China ...  Nature.com

Digital marketing & advertising industry: current trends, major players, latest data - eMarketer
Digital marketing & advertising industry: current trends, major players, latest data  eMarketer

Google rolls out more tools for advertisers — including new formats for AI-generated search - Digiday
Google rolls out more tools for advertisers — including new formats for AI-generated search  Digiday

Veritonic Debuts Cross-Podcast Listener Measurement for Brands, Platforms, and Advertisers - Business Wire
Veritonic Debuts Cross-Podcast Listener Measurement for Brands, Platforms, and Advertisers  Business Wire

Putting Truth Social's 'Nascent Advertising Initiative' in Perspective - WhoWhatWhy
Putting Truth Social's 'Nascent Advertising Initiative' in Perspective  WhoWhatWhy

Mississippi Lottery Offers Advertising RFP Opportunity - WCBI
Mississippi Lottery Offers Advertising RFP Opportunity  WCBI

Havas Health names global network Jacques after advertising legend - MM+M Online
Havas Health names global network Jacques after advertising legend  MM+M Online

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RIP surveillance advertising — you won’t be missed  The Media Leader

Squirrel Media buys advertising agency IKI Group: Advisors - Iberian Lawyer
Squirrel Media buys advertising agency IKI Group: Advisors  Iberian Lawyer

Advertising: How food is responding to changes - FoodNavigator.com
Advertising: How food is responding to changes  FoodNavigator.com

Griffin tells abortion pill companies to stop advertising in Arkansas - The Center Square
Griffin tells abortion pill companies to stop advertising in Arkansas  The Center Square

Veritonic Unveils Cross-Podcast Listener Measurement for Brands, Platforms, Advertisers. - Insideradio.com
Veritonic Unveils Cross-Podcast Listener Measurement for Brands, Platforms, Advertisers.  Insideradio.com

May 29 edition advertising deadlines | News | iosconews.com - Iosco County News Herald
May 29 edition advertising deadlines | News | iosconews.com  Iosco County News Herald

My Creative Hero: The Advertising Giants of The 80s | LBBOnline - Little Black Book - LBBonline
My Creative Hero: The Advertising Giants of The 80s | LBBOnline  Little Black Book - LBBonline

ASA Files: Denigrating Competitors 'Isn't A Good Look' For Advertisers - HBW Insight
ASA Files: Denigrating Competitors 'Isn't A Good Look' For Advertisers  HBW Insight

Attorney General Griffin issues cease and desist letters to abortion pill companies advertising in Arkansas - Mountain Home Observer
Attorney General Griffin issues cease and desist letters to abortion pill companies advertising in Arkansas  Mountain Home Observer

Calling Out Gender Bias: Advertising Coalition Demands Meta Address Bias in Women's Health Ad Review Process - MyChesCo
Calling Out Gender Bias: Advertising Coalition Demands Meta Address Bias in Women's Health Ad Review Process  MyChesCo

The best print ads of all time - Creative Bloq
The best print ads of all time  Creative Bloq

Beware of fake Facebook account 'Jackline Hope' advertising bogus job offers - Africa Check
Beware of fake Facebook account 'Jackline Hope' advertising bogus job offers  Africa Check

What you need to know about non-endemic retail media advertising - eMarketer
What you need to know about non-endemic retail media advertising  eMarketer

Baidu Earnings: Advertising Weakness Offset by Continued Growth In Cloud Business - Morningstar
Baidu Earnings: Advertising Weakness Offset by Continued Growth In Cloud Business  Morningstar

Google Expands Advertising Into AI Search Engine - Adweek
Google Expands Advertising Into AI Search Engine  Adweek

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Moms for Liberty to spend over $3 million targeting presidential swing state voters  The San Diego Union-Tribune

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Outcomes Are Best Barometer of TV Advertising: A+E's Roseann Montenes – Beet.TV  BeetTV

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KCAD Graphic Design students win top national honors in inaugural student OBIE Awards  Ferris State Torch

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CMO Strategies: A guide to ad-supported streaming services, from the top platforms to marketing spend  Modern Retail

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OpenAI Inks Data, Advertising Deal With Reddit  Hollywood Reporter

Everyone Offers Tomorrow's Advertising Today (Upfronts) | Next TV - Next TV
Everyone Offers Tomorrow's Advertising Today (Upfronts) | Next TV  Next TV

Mississippi Lottery Offers Advertising RFP Opportunity | starherald.net • The Star-Herald • Kosciusko, Mississippi - Kosciusko Star Herald
Mississippi Lottery Offers Advertising RFP Opportunity | starherald.net • The Star-Herald • Kosciusko, Mississippi  Kosciusko Star Herald

Arkansas Attorney General Tim Griffin sends cease and desist letters to companies advertising abortion pill access - KARK
Arkansas Attorney General Tim Griffin sends cease and desist letters to companies advertising abortion pill access  KARK

Indiana Borough Council opens bids for paving, Marsh Run, posts food truck rule for advertising - Indiana Gazette
Indiana Borough Council opens bids for paving, Marsh Run, posts food truck rule for advertising  Indiana Gazette

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Open Letter to Mark Zuckerberg: Addressing Bias in Women's Health Advertising on Meta Platforms  GlobeNewswire

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UK Stop Ad Fraud Coalition Group Joins the Conscious Advertising Network (CAN) | LBBOnline  Little Black Book - LBBonline

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Amazon’s First Upfront Is All About Advertising And Sports  AdExchanger

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Unveiling the creative potential of podcast advertising: beyond the platform  The Media Leader

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OpenAI and Reddit Partner on Data Licensing, Advertising  PYMNTS.com

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Vidmob Launches AI-Driven Diversity Reporting Tool  AiThority

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Netflix advertising is booming: More than 40 million users are now on its ad-supported tier  Fast Company

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Key Trends in Advertising Management  MarTech Outlook

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Pepper raises $30 million in funding for AI and advertising improvements  Digital Commerce 360

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How Netflix and Amazon dominated the advertising upfronts  Los Angeles Times

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OpenAI partnering with Reddit on advertising and content  CNBC

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Latrobe Bulletin wins big in statewide advertising awards  latrobebulletinnews.com

Jewelers Turning to Artificial Intelligence for Online Advertising - The New York Times
Jewelers Turning to Artificial Intelligence for Online Advertising  The New York Times

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Amid plague of ads on social media, China’s first advertising recalled  Post Magazine

California Attorney General Bonta Secures Settlement Requiring Liberty Tax to Stop Deceptive Advertising - Sierra Sun Times
California Attorney General Bonta Secures Settlement Requiring Liberty Tax to Stop Deceptive Advertising  Sierra Sun Times

Amazon announces new ad tech tool Signal IQ - Ad Age
Amazon announces new ad tech tool Signal IQ  Ad Age

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Food Advertising, Labeling, and Litigation Conference  Food and Drug Law Institute

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Advertising & Promotion for Medical Products Conference  Food and Drug Law Institute

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CMOs at top US advertisers are leaving their roles sooner  eMarketer

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Student Wins Integrated Campaign Advertising Award | Royal News: May 15 2024  Scranton

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Lamar Advertising (NASDAQ:LAMR) Position Lifted by Vanguard Personalized Indexing Management LLC  Defense World

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Putting Ads Without Third-Party Cookies To The Test: A Roadmap To Advertising Durability  AdExchanger

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Netflix Upfront 2024: The Year of Growth and Momentum  About Netflix

Google set to bring ads in search AI Overviews - The Hindu
Google set to bring ads in search AI Overviews  The Hindu

Bankrupt Red Lobster owes PFG $24.4m, advertising firm $13.4m - Undercurrent News
Bankrupt Red Lobster owes PFG $24.4m, advertising firm $13.4m  Undercurrent News

How Television Advertising Lost Its Relevance - The Wall Street Journal
How Television Advertising Lost Its Relevance  The Wall Street Journal

Yesterday's news? How advertisers can halt the publishing industry's decline - The Drum
Yesterday's news? How advertisers can halt the publishing industry's decline  The Drum

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Webinar: Mainstreaming Cannabis: Branding and Advertising – Cannabis Industry  Duane Morris LLP

MP's Pitch to Ban Fossil Fuel Advertising Triggers Vicious Backlash, Death Threats - The Energy Mix
MP's Pitch to Ban Fossil Fuel Advertising Triggers Vicious Backlash, Death Threats  The Energy Mix

DoubleVerify: Security Advertising Play Has Proven Not So Secure (NYSE:DV) - Seeking Alpha
DoubleVerify: Security Advertising Play Has Proven Not So Secure (NYSE:DV)  Seeking Alpha

Netflix To Launch In-House Advertising Tech Platform - Next TV
Netflix To Launch In-House Advertising Tech Platform  Next TV

Students Claim BEST Award at National Student Advertising Competition - Drew University - Drew Today
Students Claim BEST Award at National Student Advertising Competition - Drew University  Drew Today

What's up with Google's new AI summary in search results? - Marketplace
What's up with Google's new AI summary in search results?  Marketplace

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Willie Nelson & Waylon Jennings' 1996 Stuffed Crust Pizza Hut Commercial Is Advertising GOLD  Whiskey Riff

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Google's YouTube Pitches Advertisers On Unskippable Ads 05/20/2024  MediaPost Communications

India's Zee Entertainment reports Q4 profit as advertising demand picks up - Reuters
India's Zee Entertainment reports Q4 profit as advertising demand picks up  Reuters

Baidu's core advertising remains weak in Q1, GenAI boost cloud revenue · TechNode - TechNode
Baidu's core advertising remains weak in Q1, GenAI boost cloud revenue · TechNode  TechNode

Waitrose hymns summer food (with a soggy element) - More About Advertising
Waitrose hymns summer food (with a soggy element)  More About Advertising

Mary Wells Lawrence, High-Profile Advertising Pioneer, Dies at 95 - The New York Times
Mary Wells Lawrence, High-Profile Advertising Pioneer, Dies at 95  The New York Times

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Veritaas Advertising marks a stellar start on its debut after listing  Storyboard18

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Navigating the world wide web in advertising | News  Yoursun.com

Rumble sues Google over digital advertising practices - Reuters
Rumble sues Google over digital advertising practices  Reuters

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Why Invest in USD 9473.3 Billion Programmatic Display Advertising Market Growing at a CAGR of 35.8% Reach by  EIN News

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TV companies flaunt ad tech and AI to persuade advertisers to spend  Reuters

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