How to Write Compelling Advertising Copy Articles | Writing

By: Matthew Hick

Writing compelling advertising copy is a very specific genre that requires a certain amount of expertise and finesse. Not just any writer is capable of selling a product or service in a unique and interesting way without sounding contrived and well, dare I say, corny? Writing compelling sales messages takes a certain knack for sales and marketing that few possess. But those who do can command high pay and can be guaranteed almost endless freelance work opportunities.

While the job of the sales copywriter is to ‘sell” the client and his services and products, it is important to remember that it should be done in an entertaining way that does not lend itself to making the reader feel as if they are being handed a sales pitch per se. Sure, they know what you’re trying to do, but it should not be obvious.

Some of the newer ways that advertising copy is being presented is in a more informative news-like manner, featuring informative newsy article styles that actually give the reader slid and useful information and/or tips without actually buying the product. It is stressed, however, that a reader will find the product or service even more useful than the article itself. This makes it even more important to give the reader a compelling reason to keep reading the piece and ultimately buy the product you are hawking.

Some other tips to writing solid sales copy include:

Know Your Audience.
Don’t try to talk 75-year-old into buying the newest in thong underwear. It isn’t going to work no matter how wonderful a writer you are. Know the audience you are trying to reach and write to them – not at, above or below them. Use slang and examples they are familiar with, and always find a way to understand their needs and expectations of a product or service you are trying to sell.

Be Creative.
Let’s face it, some commercials get you to try something new and some turn you away from it forever. Take a tip form those who’ve succeeded and those who haven’t. Be creative – but don’t overdo it. Don’t be afraid to try something new and different, as long as it still makes sense to the reader in regards to the product you’re advertising.

Be Direct.
Don’t try to con your reader by offering promises that you can’t deliver and convincing them about once thing only to bait and switch them in the end. That’s a poor writing technique that will backfire in the end.