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How to write good ad copy |
The first and most important thing is to have something interesting to
say. Consider your media ad just like in sales. It's your unique selling
proposition. After all publicity is "selling". You are selling a story idea to
the media. I like to call it the unique shining point. It really needs to stand
out, shine, be compelling – not an advertisement, not a boring product plug.
Another element that will really hook the journalist in is to consider the media
ad the emotional
selling point. Often it is the human element in the story that will capture the
reader's attention therefore the attention of the media. Think about what your
story is. What is your background?
Write down a list of all the features of your product or service then make each
of these into a benefit for your customer.
For example, don't just say that you product is speedy (a feature)
tell the customer that it will give them more free time (a benefit). Write copy
that emphasizes the features or benefits in a way that makes an emotional
connection. For example, let's say you're selling vitamins. A feature would be
that it has antioxidants within the formula. So say it "Fights the Aging
Process". You've turned a boring feature into a strong emotional benefit linked
to people's dread of aging. Start with your strongest selling points first. The
first few sentences are very important. Don't give too much detail in the
beginning rather make the selling points. Do try to get your important points in
early. If you have Testimonials, use them edited as short as possible without
losing the point. Good, believable testimonials from real people will help your
sales, especially on the web where establishing credibility is a tough job.
Write like you would talk or pitch a live body with your natural style. Do not
use words that an eighth grade student would not understand. Just write it the
way you'd say it.
Have you overcome any obstacles to get where you are today? Any achievements or
milestones? Where is the human interest?
What's more compelling? An announcement about a wedding limousine
service, or the 30th anniversary both in marriage and business of the couple who
run the service? This is a story I helped someone uncover in a seminar I
conducted. The couple later went on to get a full page color photo and editorial
story in a wedding supplement in their local paper – for free, just by working
out the human element of interest to readers.
Write a catchy headline with a short, punchy phrase. Observe how headings are
written in newspapers and magazines. You need to grab the reader's attention. Of
course that is if you are planning to post your media release snail mail with
your product sample or full media kit. But most releases these days are emailed.
However, the same principles apply. Use a compelling subject heading or the
journalist will simply hit delete. Make it provocative.
Have a bright opening; start with your strongest point first. Instead of the
conventional "today announced that" lead, you should make your release stand out
from the crowd with a strong, compelling lead paragraph. Since editors and
journalists get so many releases every day, you only have seconds to grab their
attention. The first paragraph is where your important information goes, but it
needs to be written in an exciting, creative, interesting way.
Consider the 5 W's – Who, What, When, Where, Why; This is an easy formula to
remember when writing your release but it is still not enough without some
"zing" or compelling elements to "hook" the reader in.
Title it "Media Release" and always include the date. Include your
contact details of telephone, mobile, email and website address. Use letterhead
and keep the content to one page , any more and you will lose the journalists'
attention. When using email, cut and paste into the body of the email ,don't
send an attachment.
Gaining publicity in the media will help you become known as an expert in your
business field; it will enhance your image and reputation and help you to grow
your business.
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