Do You Copy? Five Tips for Writing Small Business Ad Copy That Sells

Many business owners are tempted to write their own copy, but don’t even know where to begin. While most people are better served hiring an advertising specialist to do this for them, there is a sizeable minority that could write their own advertising copy if they only knew the basic rules. If you think you are member of the latter group, here are five simple guidelines to follow for attractive, effective ad copy.

Know who you are reaching. Before you even pull out a piece of paper or flick the ‘on’ switch, you need to have your target customer in mind. What makes them happy? What makes them tick? Most important of all, what makes them buy? Write down everything you know about your target customer and really evaluate who you are trying to reach. You have to have a clear picture of who you are trying to reach.

Know what you are not writing. Many people waste their time trying to make everyone happy, ignoring the simple fact that you can’t please everyone. This is a sure recipe for advertising failure, and even business failure. Once you have determined your target audience, focus on them, even if it means completely forgetting everyone else. Think about their taste, their sense of humor, and what makes them want to buy a product or service like yours. If you are marketing to teenage girls, disregard what their grandparents might think.

Be catchy. Modern consumers are inundated with advertisements, so it will take a lot to get their attention and keep it even for a few seconds. This means you may have to be brutally honest, a little humorous, and as short and sweet as possible. Feel free to use off-color jokes or double entendre if that’s what your audience would appreciate. The most important aspect of your ad is how memorable it is. Without that, even the best message will be lost in the jumble of modern life.

Be honest. Don’t lie about your product or make claims you can’t back up solidly. Your customers will not shop somewhere with zero credibility, so protect yours like it’s the crown jewels. It just may be the secret to your small business’s success. Ensure you do not make the common advertising mistakes that most startups do.

Be speedy. The average ad space allows just enough room for a condensed message, so distill what you want to say into the few words that you are allotted. Don’t be fooled into thinking that ‘more is more’ in this area, either. Most consumers will lose interest in just a few seconds, so you might as well save your money by keeping your advertisements to the bare minimum. If you are catchy enough, that’s all you will need, anyway.

Writing ad copy is definitely a job for a seasoned professional, but if you follow these five guidelines you should be able to write an ad that draws in your audience. Just know your audience and get their attention, then tell your message as quickly as possible. There are few things more difficult than writing your own ad copy, but even fewer that can give your business such a sizeable boost.