I'll be using print mainly as an example because it's easier to make the points – but these apply equally to any medium.
I'm also assuming that you'll be the copywriter, but even if you aren't then you should, at least, know and understand how it's done.
1. Stick to the confines of the space available: use the largest type size you can, don't go below 12pt and use lower-case in preference to upper-case.
2. Base the copy on a BIG idea with a LARGE promise (this doesn't necessarily imply the use of big advertising space).
3. Avoid minor promises – they just get in the way and, really, if I'm booking a R40,000 holiday with a tour company, do I really care if I get a free plastic tog bag with their logo all over it?
4. Make a very big deal of your Unique Selling Proposition (USP).
5. Use quotation marks because they imply the use of the first-person, present and singular tenses and they produce involvement.
6. Don't be afraid of exclamation marks. They really do produce consumer excitement.
7. Use easy language, short sentences and short paragraphs.
8. Be absolutely sure you've covered the Who, What, Where, When and How.
9. It's always best to sell a 'benefit' rather than a 'thing' (sell the sizzle, not the sausage).
10. 'Talk' to your reader/viewer like a friend – make contact and use the appeal of emotion – such as laughter and tears.
11. Remember you are a showman, not a mortician.
12. Be direct – don't waffle.
13. If your copy is getting long, use sub-heads to break up the paragraphs.
14. Be quick (and that doesn't necessarily mean short copy).
15. Use verbs and nouns – avoid adjectives, adverbs and pronouns.
16. Make sure your copy flows gracefully and interestingly from one logical point to the next.
17. Indent the paragraphs – or centre them.
18. Make maximum use of white space. Resist the temptation to cram the space you've bought. Think of your ad as a fashion decision; a heavily bosomed woman shouldn't squeeze herself into a tight-fitting dress – so don't let your ad look overweight or top-heavy.
19. Don't forget to ask for the order! I'm amazed at how many advertisements just leave their audience 'hanging' with no call to action.
20. Once you've proof-read it, give it to someone else to do the same thing. I've seen simple, but clearly obvious, typos published after being checked many times. It happens.
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