Writing Style in Advertising
Advertising can be large-scale, on billboards and buses, or smaller scale, such as newspaper/journal ads or banner ads on websites. While it’s crucial to make sure the ad is visually appealing, good writing is what ultimately gets your message across.
- Make the goal obvious. What do you want people to do after seeing your ad: Call for information? Visit a website? Fill out a form? This is your “call to action.” Make sure that message is crystal clear.
- Catch their attention, quickly! Maybe it’s a clever phrase, or one powerful word, or a short testimonial quote that will be most effective at reaching your audience. You have a limited amount of words to use in an ad, so make them all count.
- Don’t try to say too much. Focus on the two points above and only include “must-have” info; more will muddle the strength of your message. If necessary, list your website as a source of more (short, straightforward, well-organized) information.