Advertising Text: The Key to Attracting the Right Audience to Your Ads
We know that a picture is worth a thousand words, but what happens when that picture doesn’t convey any message and, sometimes, is out of place and out of context? Exactly, you waste your time and work.
In addition to an image, your work must have a good advertising text that meets all its characteristics.
If you don’t, you’ll be stuck in the same place as always and wondering what you did wrong and why nobody consumes your business idea .
For this reason, for your advertising text to be a success, reach thousands of people, and meet the objectives you want, you must follow these guidelines. Don’t worry. They are simple, easy, and practical.
Are you ready? Take out your notepad, and don’t leave out any detail.
What is advertising text?
It is content that seeks to attract users’ attention and make them perform a specific action, which goes hand in hand with the objectives of your advertising campaign and invites them to buy your product or service.
In other words, they are texts with a high power of persuasion and commercial purposes, which must include in every marketing plan.
Every ad or advertisement must include an advertising text that reaches the desired audience and generates sales opportunities.
What are the characteristics of advertising text?
All advertising copy should contain the following elements so that it is well structured and thus meets the objectives of your campaign.
Clarity
In the advertising copy, you must be clear about your message to generate a more significant impact on the audience, and your message has a greater reach. For this, you must be very clear with what you say.
For example, suppose you are making a commercial about a new car entering the market.
In that case, the important thing is to tell the product’s characteristics and not talk about the car’s origins. Be clear with your message. It motivates people.
Concreteness
You are looking for an advertising text to persuade, convince, and attract the public’s attention in the easiest possible way. How do you achieve this? By being direct and concrete.
You already know that your advertising copy must have a clear message, but now you must keep in mind that this message must be brief and precise as well. What’s the point of having a great idea if you can’t say it in a few lines?
A good tip before writing an advertising text is to put yourself in the other person’s shoes and, with total sincerity, answer if you would read what you are doing or if you would pass it by.
Originality
Always be original. It applies to your work, your life, and all areas.
If you are creating an ad text guided by a phenomenally successful one, don’t do it. Just follow your instinct and go with your ideas.
It is essential that you believe in your brand and don’t depend on the work of others, avoid being a copy of the universe.
Think about creating your brand , the one you have always dreamed of and want to materialise. Create your path so that other people start following your steps.
Consistency
You already know that you have to be clear, concise, and original when writing your text. But, let’s suppose what would happen if you don’t know how to combine these three characteristics? It wouldn’t be a success.
You can’t say you’re an animal advocate and then make an ad copy offering animal meat or fur. Look at it any way you can, but it doesn’t make any sense.
Copywriters and paper writers know how important to be consistent in your text to convey the message correctly.
So, before you start writing your advertising text, keep in mind the brand’s values , principles, and characteristics.
Do you already have them in mind? Ready, write them down on a piece of paper and stick it on your desk on your own or hire paper writers to help you with it.
This way, whenever you are going to write, you will keep them in mind.
Sometimes the success of a good advertising text is in the coherence of the message.
Target audience
What group is your message aimed at? Are they children? Adults? Students? It would help if you always defined your target audience since that will determine how you write your copy.
You cannot write the same for a child, a young person, or an adult. Each one has its way of communicating, and you must know it to write the text.
In addition, you must keep in mind the social context in which you will transmit an advertising message. Make a study of the area, get to know your customers, and, above all, what they want.
What types of advertising text are there?
In addition to knowing what an advertising text is and its characteristics, you have to know what types of advertising text there are.
In copywriting, there are two main groups of advertising text: argumentative copy and narrative copy.
Argumentative-descriptive
As the name says, these texts are based on arguments to persuade the target audience. In addition, it is a descriptive message that explains the characteristics of the product or service as part of the argumentation.
This type of argumentative advertising text is easy to find frequently in the cell phone and technological device industries. They are brands that try to convince users by describing functions, differences, and other aspects.
Narratives
Brands that appeal to emotionality and feelings use narrative advertising copy for their campaigns. This is due to the use of narrative and stories as an element to connect with the receiver. One brand that uses this type of advertising copy is Coca-Cola .
Appeal to emotions to arouse a feeling in your target audience.
Tell a story with an introduction, development, and conclusion (which would be your product or service).
Place your brand on an emotional plane, contextualising the audience in a familiar situation.
Show your brand from a more “human” side .
Conclusion
Summarise all that we have mentioned above. Remember that advertising text should be clear, simple, concise, original, coherent, new ideas, and, above all, generate a significant impact on the public.
Follow this advice to the letter so that you become an expert on the subject and, in the future, who knows, maybe your ad copy will be a total success, and everyone will talk about it.
