To write successful advertisement content is to catch the
attention of the customer at first sight as they flicker though the brochures
and fliers like they flip through a magazine and not how they will read books
with concentration. It need not be necessary that the customer reads each and
every line of the advertisement; hence, each line should be effective and
should pass out a message. So it’s not only necessary to write logical matter,
but it should also be creative enough.
Firstly, only relevant and specific matter should be written
in the ad. Some content writers fear missing out information and write as much
as they can. This will only disinterest the customers more and space will be
wasted. The writing style should be related to the type of flier or brochure
that is to be written. Its usual for the reader to read skipping lines in
between and there is a possibility that they will read it from bottom to top.
It always helps to use words that sell. But still, the content should be
properly organized with the heading at the top, body in the middle and
conclusion at the end. The main points can be written as sub-headings, in bold
font. The body following the sub-heading should discuss the sub-heading and if
it is related to any other sub-heading, even those points should be discussed.
If the product is to be discussed from the technical point, it should not be so
technical that it sounds like a foreign language to a common man.
Chucking is another technique that can be used. Chucking is
writing small stories with conclusion at the end. They can either have or not
have connection between themselves. Its better if they aren’t connected,
because it won’t require the reader to go back to a previous chunk in order to understand
the present chunk he is reading. This works quite well when there are pictures
in the advertisement and the chunk illustrates the picture. The two-dimensional
picture is speechless unless some well-chosen words talks about it and
motivates the customers. Obviously, while chucking, sub-headings can be used to
let out critical information. Another point to be considered is the product or
company about which the content is based on. Suppose if the brochure is related
to a corporate, the style of writing should be formal.
Spelling mistakes should be avoided to the maximum extent.
They reflect poor quality and bring bad reputation to the client. The design
should speak clearly and loudly about the organization being discussed.
Unclear, cluttered and illogical information creates an illusion that the
company also has the same characteristics. Catalogues are the only source of
advertisement for some businesses, because of low investments. Such kind of
business catalogues won't require much writing, just product description will
do. Instead one can work on the font sizes, colors, etc.
The next step should be writing information about contacts so
as to buy the product; detailed forms are big turn-off. Contact information,
postal address and website URL should be clearly specified. Also include
whether the business accepts cash, check or credit card. Another thing to be
taken care of is the contact information, which is usually written on the
forms, which have to be mailed. It is better to write them on the advertisement
also so that the customers can save it for future reference.
After the final content is written, it’s the time for
organizing it. Depending on the demand of the products, arrange them in
hierarchy, especially when designing a catalogue because each of the products
should get the consideration and attention they deserve.
It is a good habit to write down procedures, which have been
applied to every kind of advertisements written. And also save the information
like what customers were targeted with what kind of advertisements, to use to
the same kind of logic the next time to similar customers. This helps to create
a blueprint for a future job.
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