During my 30 years as a copywriter, I have learned a lot of tricks of the trade, and the following five tips can mean the difference between your advertising message enlivening the mind instead of putting it to sleep.
#1 Every advertising message needs a Unique Selling Proposition (UPS). A message that separates your company from the competition.
#2 You have three seconds to make your pitch. With all the messages bombarding the consumer, you have to deliver your message fast, fast, fast.
#3 The more you say the less effective your message. Don’t try and say everything all at once. Start with your USP and once you have the attention of your target market you can tell them the rest of your story.
#4 You can’t bore people into reading your advertising message. Grab your target market’s attention by making your message entertaining. Sometimes humor is the best way to make serious money.
#5 Be honest. There’s a current radio campaign for a tax firm that says, “Our passion is taxes.” Give me a break. If your passion is taxes then you need a long vacation on a tropical island where they will serve you many margaritas. Their true passion, like all businesses, is to make money. They would have had a more believable radio campaign if they had said, “You love money. We love money. Let’s go get some.” Being honest in your advertising will always resonate with your target market and will help to win the trust of that market.