Table of Contents
- 1 Use these 3 advertising copywriting methods to write effective advertising copy.
- 2 Follow these steps to more effective advertising copywriting:
- 2.1 Step 1: The laundry list for advertising copy
- 2.2 Sales Benefits Attributes
- 2.3 Speed | Efficiency | Productivity
- 2.4 Quality | Comprehensiveness | Richness
- 2.5 Low Cost | Savings | Value for Money
- 2.6 New Updated | Improved | Upgraded | Different
- 2.7 Step 2: The Park Bench Story
- 2.8 Step 3: Your Elevator Pitch
- 3 What You Have Accomplished by Completing These Ad Copy Exercises
Use these 3 advertising copywriting methods to write effective advertising copy.
In this blog post, I will be covering three essential advertising copywriting exercises that help you develop an
It’s the same process used by every advertising copywriter who knows how to write effective sales copy and for your advertisement campaigns. This forms the essential basis of all effective sales messages, in every advertising medium.
These exercises help you discover the key sales benefits of your company’s products and will teach you how to talk about them in different ways. Short and telegraphic, or in a longer and more descriptive way.
And by revealing the copywriter’s art, these exercises will help you set a firmer hand to the marketing process and make you a better marketing manager.
This is a critical step for communicating with effective advertising for your target audience, brand awareness, and social media content.
Follow these steps to more effective advertising copywriting:
Step 1: The laundry list for advertising copy
If you haven’t done so already, gather your basic research from your sales rep debriefings, publications, and other marketing research. Read it, digest it, and then put it aside for a while. Like all creative projects, it helps to sleep on it and approached it again the next morning.
Next, on a new sheet of paper, make a laundry list of your products every possible benefit. This includes both features and benefits. At this stage, it is not important to make distinctions between features and benefits.
It is more important to list everything you can think of–good, descriptive, or indifferent about your company’s product or service. You can separate these features from the benefits after you’ve completed this step.
Sales Benefits Attributes
Here are some soup starters to help you write your own laundry list of sales benefits, including copy points that describe any of the following attributes of your company’s product or service.
Speed | Efficiency | Productivity
What aspects, functions, or processes of your company’s products perform faster than comparable products? How are these important to your prospective customers?
Is your company in a service business, does it perform its tasks more quickly than your competitor? If so, is this important to your customers, and how?
What is it about your company’s product that helps your perspective buyers get more work done, or done more efficiently?
Does your product help your customer become more productive in their business? If so, how?
What other ways will your perspective customer find using your product to be better then they always he or she does business today?
Quality | Comprehensiveness | Richness
What is it about your company’s product that makes it better than those of your competitor?
What is it about your company that makes its products, or about how your company performs its services, distinctive or better than comparable products or services?
Do your company’s product or services have attributes that make them the product leader of your industry? If so, then what are those recognize qualities?
Who else, such as leading companies who are also customers, well-respected trade groups in your industry, recognizes these qualities?
How big is your product line? Does it solve all the potential customers problems in the area of his or her need?
What other aspects of quality are there about your company’s products that set them apart from the rest? Write down as many of these as you can.
Low Cost | Savings | Value for Money
Can your customer save money or reduce their costs by using your company’s product or service? If so, how?
How much can a customer save by using your product or service? How can the customer measure their savings?
Who says the customer can save money? Is there outside verification of the savings–like an industry trade group, or research analyst?
New Updated | Improved | Upgraded | Different
Is this a new product? If so, how is it similar to other products known by your prospects?
How is your product different and better than these older products? How do these differences make current products look old or out-of-date by comparison?
Has the product been upgraded from a previous model? If so, how does your prospect benefit from your products upgraded features?
Are these aspects of your improved product or service that have never been done before, or represent a radical departure from current ways of doing business?
Is so, link these new ways with the current ways your prospect uses products or services like yours. Let’s how they are similar, and for each, describe how your company’s new approach is better for the prospect.
Step 2: The Park Bench Story
The laundry lists is your warm up for the next step. The park bench story, which is a full-blown selling presentation incorporating the benefits you’ve just written down in your laundry list.
However, instead of falling into the usual rut–writing this as the jargonize boilerplate that often passes for marketing communications–write this for a certain time, in a certain place, and to a certain person.
Take out a new sheet of paper and write this presentation as if you were talking to a perfect stranger sitting next to you on a park bench. Imagine the stranger as a well-dressed, elderly gentleman with bright eyes, and a kind, attentive, interested expression.
This gentleman knows nothing of your business or your company’s product or service. He has all the time in the world, he wants to hear your story. He will not recognize you, but he will ask questions from time to time.
What to tell this man? Begin by telling him a little about your company, its history, and how long you been in business.
Explain your company’s product or service to the gentleman, bearing in mind that he does not know your industry or any of its buzzwords. Look at what you just have written.
What do you understand what you wrote? If not, break down this explanation of your product or service and language he would understand.
Next, describe your company’s range of products. Talk about your company’s lowest priced products or services, and what they do. What are the highest priced products, and what do they do?
Who benefits by using your company’s product or services, and what markets or industries are they in?
If there are aspects of your product or service that he might not understand because he is not in your industry. The go back rewrite and explain those aspects. You can do this by using analogies known to the average person or with language or basic even a child could understand.
Now comes the most important part. Tell the stranger how he would use your company’s product or service. Most important tell how his job, business, or life would be better by using your products or services.
Next, tell him the things that you think make your company’s product or service is better and different from those of your competitors.
Imagine how you would say all of this to the kindly stranger on the park bench, and then write it down exactly as you would have said it. Once you start talking, it becomes easier.
As you tell the story of your product, you’ll find yourself unconsciously folding in key benefits you wrote down in your previous laundry list, and adding a new product features and benefits as they come to mine.
Finally, tell your imaginary listener what he has to do in order to buy your company’s products. For example, if he needs to call your company’s number to contact a sales representative, explain to him, in simple terms, how to do this.
If your product is sold through your company’s website, tell him how to reach your website, and where he would go to order your product.
When you’re finished, your park bench story should be simple and easily understood by anyone, especially someone with no prior knowledge of your company and its products. You are beginning your develop positioning strategy.
Step 3: Your Elevator Pitch
As you practice these writing exercises, you gain experience by writing down all the product benefits you can think of (the laundry list), and then talking out your product and its value (the park bench story).
All these thoughts, now firmly planted in your mind, prepare you for the next exercise. Where you can include the most important of these sales benefits into your products: “elevator pitch.”
As you’ll recall from earlier in this post, the elevator pitch is a concise, 15-second sales pitch your best sales rep would give to his or her best prospect if they were both talking in an elevator ride during a chance encounter at the prospect’s office.
The elevator pitch puts the best one or two of your products top benefits into a concisely worded, “do or die” sales pitch. Think in terms of an effective advertising program.
If you weren’t able to copy down the elevator pitches you heard from your sales reps in your debriefing, write down your own elevator pitch by answering these four questions for your listener:
- Who is your company?
- What does your company sell?
- What’s so good about that?
- What’s in it for me?
Write down your responses to each of these questions, in the order above. Give only one answer to each of the four questions. The best answer is usually the first one that pops into your mind.
Combine these answers into a string of two or three sentences that, when spoken, create a forceful and compelling verbal statement. Do this by writing what you have just written, out loud. Rewrite if necessary, has no words or better ways of saying things occur as you’re speaking.
Here is an example template:
Our product/services help(s) customer segment who want to job to be done by your own verb and your own verb unlike competing value propositions.
When you’re satisfied that what you’ve written is about as good as you can write and say it, then you’ve finished the writing exercise in a ready to move on to the next step. Covering the process of writing sales copy and executing marketing deliverables.
What You Have Accomplished by Completing These Ad Copy Exercises
These three ad copywriting exercises give you the experience of writing about your company’s product in three different forms:
Even if your digital marketing agency writes your company’s advertising copy, practicing this exercise helps you:
The last point above is a most important. To control your company’s message and presentation, as marketing manager it is your responsibility to keep your company’s digital marketing agency on message.
To do this you must take the initiative in developing your products key sales copy benefits, and insist that these key sales benefits are included in your marketing copy for your company’s marketing deliverables.
Giving this control to your digital marketing agency, or letting your agency create their own interpretation of your company’s product benefits without your assistance, almost guarantees that you’re advertising will be less effective than it could have been.
If you’re doing their job, these are the same steps undertaken by your digital marketing agencies advertising copywriter as he or she writes your effective advertising copy for your business.
These exercises give you an extremely helpful and revealing view
Give us your best tips for writing effective advertising copy.