“A few copywriters are under the impression that one well written ad can create a magical response.”
Copywriting for Ads and SEO
Writing copy that works is an art.
It requires
•a commitment of time
•understanding of the product or service
•knowledge of human nature
to communicate effectively..
Copy and Ads Build Momentum
Lots of bold claims are made from some copywriters who work hard to write a few lines that make sweeping change happen.
That’s a hero story we like to tell. That’s also laughable.
Think about it.
Over the last seven decades there have been a few companies who advertised relentlessly. Why? Because that’s how advertising that gets results is done.
Look at what those companies with the largest ad budgets in the history of the world did NOT do.
They did not
- craft one ad,
- tweak it to utter perfection and
- run it exclusively.
No way.
They used the simple combination of successful advertising.
They used
•well done,
•basic advertising copy
•to convey their message
in hundreds of different ways. No masterpieces, just decent ads.
Look at Me
So many loud, proud copywriters want to be heros. I don’t blame them for that.
Sure , there are some excellent writers in the world, but if a self proclaimed great copywriter was really THAT good, wouldn’t one ad do the job?
Of course.
But it does not work like that despite the bravado of a few highly paid writers
•who do write good ad copy
•but don’t create magic.
People tend to tell their own story in hero terms.
Awards are given out to those who write
• special slogans,
•some perfect phrase,
•or a headline that draws in hordes of people like a strong wind sucking an entire village into its black hole.
Grandeur
They honestly get deluded by their own stories.
Good copy is
•basic and
•tells the benefits of a product or service.
That’s usually all that is needed.
The real power is in the coverage and distribution of that story, getting the message out enough to make a difference and create word of mouth advertising among potential customers.
I admit the hero’s story is more fun. I also encourage testing certain words and phrases and emphasizing those test results.
But in the end I endorse this formula for an ad campaign that works-
•1- Good copy that tells the story and benefits of a product or service.
•2- Wide spread distribution of that message using the forms of media that best reach the potential audience.
Repeat year after year. The largest, most successful ad campaigns have used this method with great success.
Final Thought
No person ever, till the end of time, actually needs a Coca Cola. But plenty of people will have one. Why?
Basic advertising.
