Read e-book online The Easy Step by Step Guide to Writing Advertising Copy PDF

By Pamela Brooks

ISBN-10: 0953985636

ISBN-13: 9780953985630

A accomplished advisor to writing ads replica, this article offers find out how to determine the objective viewers; how one can write ads, brochures, flyers and unsolicited mail; and the way to envision that the reproduction is operating as soon as written.

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Additional info for The Easy Step by Step Guide to Writing Advertising Copy

Example text

If you mail them to your customers you may need custom-made envelopes for them, which are expensive; and if they’re displayed at a retail outlet, you may need a special leaflet dispenser. e. e. e. folded into half and then folded again • stitched – for more than 8 sides, the paper will usually be folded in half and stapled (sometimes known as ‘wire-stitched’) through the middle. The number of pages will therefore be a multiple of four Get the brief right! The brief for a brochure or flyer is very similar to that of an advert, detailed on pages 16–19.

Teamed with visual of a toddler holding a chunky felt-tip pen, with scribbles on the wall and her face – from a stationery manufacturer offering washable pens) • How do you juggle your shopping and your kids? p65 33 07/05/02, 11:08 Writing Advertising Copy from a crèche) • Why we hand-wax all our furniture (Explanation in body copy showing the benefits to the customer – from a specialist furniture-maker) • How to make your car safe this winter (Body copy lists the checks for a ‘prepare your car for winter’ service from Anytown Garage) Command Tell your audience to do something.

If you have lots of very short sentences, use bullet points – they’re good at helping you put important information across quickly. Remember that they’re just short points, not an alternative presentation of long copy, so keep them short and use them to complement body copy – don’t just repeat the copy! p65 38 07/05/02, 11:08 Writing Press Adverts Be enthusiastic, but don’t oversell or you’ll put your customers off. Closing In your closing sentence, be positive. g. g. the company or product name) – it’ll bore the audience Putting it all together Example: Golden Hours Theme Park From the brief, we know it’s a double-sided advert and has to act as a coupon.

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