There are many COPYWRITING mistakes that even professional Copywriters are guilty of making. Further, with the advent of Digital Advertising platforms available to all of us, just about everyone is writing their own ads. However, there are many rules to writing copy for advertisements, known as, “Copywriting”. For centuries, this task was done exclusively by Advertising Agencies, but today, everyone is having a go at it themselves. But are we doing it right?
Copywriting is not ordinary writing, it is a kind of writing designed and targeted at generating Sales mainly, and there are rules to follow.
Many people who do not know the “Rules of Copywriting” shall fail at generating sales or engagement from their advertisements if they do not apply these rules or principles. This is why advertising agencies charge a lot of money for this special skill, yet, it can be learned and applied by anybody.
Here are the 3 Copywriting mistakes to avoid that could cost you dearly:
No Headline in the Advertisement
The headline of any advertisement is the most important feature of any ad. If the headline does not grab the attention of a reader quickly, the effort of developing and paying for the ad is completely wasted. A headline must be short and must create an impact. Within the headline, you must sum up what your product or service is all about quickly.
No Benefit in the Headline
Every headline MUST communicate a “Benefit” to the reader. People buy Benefits, but the untrained writer usually writes about product “Features”. People do not buy Features, they buy Benefits. The writer must sum up the Unique Selling Propositions (USPs) of his or her product or service and should communicate them as Benefits in the headline as succinctly and clearly as possible. However, only one Benefit should be used for each headline, not a few. Many Copywriters make this mistake too.
No Call-To-Action Statement in the Advertisement
Again, an untrained writer of advertisements will never know this. Every advertisement MUST contain a Call-To-Action (CTA) statement in the advertisement. The function of this is to tell the reader what to do next. Do you want the reader to perform a specific action, such as, “Buy Now”, “Download” something, “Contact” you, or “Visit your website”? Whatever it is, this must be stated within the copy of the advertisement. Without this important statement, the reader may simply wander off, and the effort of creating and paying for that ad shall be again, wasted.
So there you have it, these are the 3 main areas an untrained writer of advertisements usually makes based on our observation. Some or all of these mistakes are made even by Copywriters working at Advertisement Agencies. This is why Marketing Managers and anyone who wishes to produce advertisements can benefit from some Copywriting training so that you know when the Copywriter at the ad agency does not conform to these rules.
If you would like to learn more on how to write advertisements the right way, do consider the courses offered by the School Of Digital Advertising, where you shall be learning Copywriting from advertising practitioners who have more than 30 years of Copywriting experience.
You may also benefit from my other article – “5 Copywriting Tips to Write Your Facebook & Google Ads That Get Better Results”.
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By Joy Nandy – Founder of the School Of Digital Advertising – Malaysia’s ONLY Training Centre that specialises in Writing & Content Creation for Digital Marketing