Learning How to Advertise in Copywriting

Copywriting, in many situations, is used to help promote something. It could be a product, an idea, or a service. With any of those different options, it helps to have a format to follow when advertising something. That being said, there are four different things that you want to be able to do when advertising in your article.  You want to grab the attention of your audience, promote interest in the subject, inspire a desire to have an item or service being promoted, and finally, you want to prompt the reader to take action. So let’s break those down and see how you as the copywriter can do that.

You want to grab the attention of your reader right off the bat, because if you do not have their attention, you can’t get them to read on to find out why they should be interested. The most effective way to get a reader’s attention is with a headline that draws your reader in. If not a headline, consider having a strong opening tagline. Using numbers and statistics will quickly give the reader concrete facts to hold onto.  With a line that clearly hooks a reader through one of the benefits of your product, you can keep your reader’s attention while you work to give them the information to interest them.

The next part of advertising is in getting readers interested. While you’ve grabbed their attention from a headline or tagline, now your job is giving them information to interest them in your product or service. What could be worse than when you have a strong tagline, begin to read an article and find that there is little valuable information, and that what is there is boring and hard to read. So after you’ve got that winning attention-grabber, you want to write information that focuses on your customer’s wants. You want them to have a desire to get your product or try your service, and the best way to do that is to show the reader what’s in it for them. Give them benefits they can hold onto!

Finally, the desire and the action go together towards the end of your article. By giving your reader the benefits of your product and service, you can foster a desire in them. Desire involves what a person wants, not necessarily what they need. So your job is to cultivate a desire to have what you’re selling because of the features, benefits and other qualities about your product. Once you have fostered that desire, you then need to encourage the reader to take action. Encourage them to get the product they want and reinforce those benefits! 

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