Copy Blocked? Six Steps to Writing Short Ads that Sell

June 2nd, 2007 Dina at Wordfeeder.com

Which do you think would be easier: writing a high quality, 1.5 page article for the web? Or, coming up with a hard-hitting, 20-word classified ad?

If you said the 20-word classified ad is easier, you’d be wrong.

People who are about to take their first shot at writing a short ad usually have no idea what a pickle they’re about to get into. “A Google ad? No biggie, I can swing this easy!”

And then it hits them: I must figure out the perfect way to say this, but do it in as few words as possible.

Retail advertisers refer to the short product descriptions that appear in print catalogs or online product pages as “copy blocks.” Would you ever think you’d feel so “blocked” over something so simple - the humble, unassuming copy block? Trust me, it happens more than you’d think.

Six Steps to a Short Ad That Sells:

I myself use a unique, step-by-step process for creating short blocks of copy that work to convert sales or generate response. Allow me to share it with you now. For this particular example, let’s say that our mission is to create a 20-word classified ad for a local newspaper or ad circular.

1. Write it in longhand first.

Sometimes the best way to figure out what you want to say, is to just say it. Forget about word counts. No need to work yourself into a frenzy over the perfect headline. Just write a little note to your ideal customer. Take as long as you need to say it.

Example:

Are your sales slagging? If you need to bring in more business, remember: advertising is key. We at www.wordfeeder.com have years of experience helping companies like yours increase sales. We can write ads, fliers, web content, brochures and articles that get noticed! Working with a professional will get the results you need. Visit our website or email dina@wordfeeder.com.

2. Pull out the key elements.

Go back to what you just wrote and highlight the important parts. Copy them into a list of key bullet points you plan to include in your ad. Set aside for later use.

• Sales slow? Advertising is the answer to increasing business
• Get the results you want with professional writing help
• We write ads, fliers, web content, brochures, articles and more
• Visit www.wordfeeder.com or contact Dina@Wordfeeder.com for more info

3. Eliminate redundancy, condense ideas.

Make sure that each bullet point contains a unique idea that hasn’t yet been stated. (Notice that Bullet 1 and 2 above more or less say the same thing. Combine them into one short, concise idea and you just saved yourself a good chunk of space).

Change this:

• Sales slow? Advertising is the answer to increasing business
• Get the results you want with professional writing help

To this:

Sales slow? Call in a copywriting pro!

(You’ll notice here that I didn’t have to tell the reader that a “copywriting pro” will help increase sales - it’s already implied because of the way these two sentences are ordered. Logic at work in your writing!)

4. Employ the classic, AIDA method (Attention, Interest, Desire, Action).

• Attract the reader’s Attention. “Sales slow?”

• Generate Interest in what you have to say. “Call in a copywriting pro!” (”What’s a copywriting pro? Do I need one of those?” = Interest)

• Create a Desire for what you’re selling. “Get your business noticed - with high quality ads, fliers, web content, brochures, articles and more.” (and notice we also just explained what a copywriter is).

• Compel the reader to take specific Action. “Visit www.wordfeeder.com or contact Dina@Wordfeeder.com for more info.”

5. Snip, snip - give your ad a haircut.

Turn those wordy sentences into short, succinct phrases.

Example:

Sales slow? Call in a copywriting pro! Get your business noticed - with h High quality ads, fliers, web content, brochures, articles, and more. Visit www.wordfeeder.com or cContact Dina@Wordfeeder.com for more info.

6. Polish and proofread.

Read your ad aloud, check for typos. Be sure the “rhythm” works, no words are repeated and the ad flows logically from one idea to the next. Don’t forget the call-to-action - without it, there’s no point to running an ad!

Sales slow? Call in a copywriting pro! High quality ads, web content, brochures, articles, more. Contact Dina@Wordfeeder.com.

You’ll notice here that I removed my website’s URL. I did this to show what you can “get away with” in the event you’re over the word count.

If my readers are smart (and in my case, I do prefer to partner with intelligent people), they’ll figure out that “wordfeeder.com” at the end of my email address is also my website. However, we do have 3 more words left before we’ve hit our max of 20. So, let’s put it back just to be on the safe side:

Sales slow? Call in a copywriting pro! High quality ads, web content, brochures, articles, more. Visit Wordfeeder.com or contact Dina@Wordfeeder.com.

And that’s it - the process by which one goes about writing “short” ad copy. One thing which I always recommend when crafting classifieds, product copy blocks, or other extremely short ads, is to play around with headlines. Make a list of favorites, then pick and choose the best ones AFTER you’ve come up with your list of key points. Later on, you can tailor the wording just right, so that it “matches” the headline you chose.

With practice, you, too, can learn to write short ads that get real results for your business. Or, you can simply contact Dina@Wordfeeder.com to write them for you.

Copyright 2007 Wordfeeder.com Copywriting and Marketing. All rights reserved.

SIGN UP for Word Food: The Copywriting and Marketing Ezine from Wordfeeder.com




Name:
Email Address:
Company (if any):
Address:
Address 2:
City:
State/Province:
Zip/Postal Code:
Country:
How’d you find us?:

Popularity: 14% [?]

Posted in Business Writing, Headline How-To, Recommended Reading |

One Response to “Copy Blocked? Six Steps to Writing Short Ads that Sell”

1. soloads Says:
   May 2nd, 2008 at 1:52 am

   Good article, Dina. I’ve just subscribed to your newsletter and I featured your blog post on a new thread on Copywriting Resources @ my Ezines Forum: http://www.ezinesforum.com/forum/viewtopic.php?t=116

   I’m looking forward to reading your ezine.

This blog is protected by Dave's Spam Karma 2: 2043 Spams eaten and counting...