Online Marketing & Digital Marketing

Advertising Copy: Characteristics and How to Write It

By Chantal India, on 6 April 2021

In advertising it's said that a picture is worth a thousand words, but this is not entirely true. Advertising copy is of paramount importance in order to specify the brand's message, define the benefits, and convince the reader. Let's take a look at what they consist of, what their characteristics are, and what resources we can use to write them.

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Advertising Copy


What is Advertising Copy?

Advertising copy is text that seeks to convince the reader to perform a certain action. The clearest example is the text that seeks to encourage the reader to buy, but the action can also be to join a cause, fill in a form, etc.

In general, advertising copy is usually accompanied by images and employs a series of literary devices to attract the reader's attention and be convincing.


Characteristics of Good Advertising Copy

  • Originality. Advertising copy should capture the reader's attention and be memorable. It usually tries to surprise the reader and stand out among other similar messages.

  • Clarity. Advertising copy should convey an unequivocal message about the brand. Additionally, there is usually little space to do this so the ability to synthesize is essential.

  • Coherence. Advertising copy is not understood in isolation; it's part of the brand's ecosystem. Consequently, it must be coherent with other elements of the brand.


Types of Advertising Copy

  • Argumentative. Argumentative advertising copy presents a series rational arguments to convince the reader to carry out a certain action. For example, if the desired action is the purchase of a product, this text will explain its usefulness, its characteristics, why it is different from other similar products made by the competition, etc.

  • Narrative. Advertising copy can have a more emotional aspect that seeks to present the brand through a story. This is known in advertising as storytelling.


5 Tips for Writing Good Advertising Copy

  1. Know your buyer persona. Advertising copy should always be written with a specific user in mind, and be aligned with their values, desires, and needs. Therefore, the first step is to be very clear about who you are targeting.

  2. Define your objective. The mission of all advertising copy is to get the target audience to take action. Before writing a single line, we must know what action we are looking for.

  3. Define the channels well. A text for a press advertisement is not the same as a script for an online video or a landing page. Sometimes, you will have to write a basic text and then adapt it to different formats, taking into account their varying characteristics.

  4. Brainstorm ideas. In the world of creativity it is sometimes said that you should discard the first ten ideas that come to mind, because they are not original. Without going to extremes, the truth is that it is better to let your imagination run wild for a while and then filter and discard. In this way, brainstorming can be a great start to the writing process.

  5. Check, check and check. The final advertising copy has to be impeccable, clearly transmit the message, generate the desired impact and, of course, not contain any typos. The best thing to do is to make several edits, leaving a little time between each one. Also share it with your colleagues so they can take a look with fresh eyes.

Having a good grasp of what advertising copy is and how to write it well will help you reach new customers and continue to grow your business. We hope these tips will help you do that!


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Chantal India

Social Ads Strategist at Cyberclick