Attempts after Attempts. And, Attempts after Attempts. The now copywriter’s Hall of Fame writer – Paul Fishlock was tired of trying to create pathbreaking copies. He would end up finding his own write-up self-conscious. But then, something changed him. well, this is how he went –
1. He would obviously read popular ad copies and try to pick the formula behind them. He must have presumed that writing copies is not his cup of tea. He would never be remembered for his work. But, it all got proved wrong.
2. After dissecting all the copies both psychologically and emotionally, he concluded that there are no certain tricks and tactics to write a brilliant copy. But the answer is very much somewhere around the corner.
3. He finally made a resolution to craft his copy in as simple and as direct manner as possible. But, now you must be wondering that how can a direct and simple copy sound alluring to the customers. It did. And, it won him numberless applauds.
So, let’s get inspired from this legend and rather than traveling miles, look for the jaw-dropping ideas within the room of our mind.
Well, according to this legendary advertising copywriter, there are no rules in copywriting. Paradoxically, yet it is so difficult to become an impressive one.
However, I have tried to simplify this job. Since, I read one of his interviews, I would also love to share his top thrilling three tricks to pen down a striking copy –
1. Every word is significant, it should be worth giving space to
Presume that each and every word you write is of an immense importance. In fact, it’s no presumption but the truth. When anyway you have to write, why to add words that do not create a punch in your copy.
2. Keep it short and utterly simple
The flowery language might work in the Shakespearean Period. But now is the advanced time of keeping it straight yet outstanding. Use minimal number of adjectives. Better go for basic words and short sentences. A copy should after all, not terrify the not-so-avid readers by its complexity or too many details.
3. And, finally the embarrassment test
Yes. You will have to face it -the embarrassment (if your copy doesn’t hold that stimulation). Read it. Read it loud in front of your family members or dear friends to see their faces after you complete. Are their faces not seeming to be amazed after you finished reading that copy? Well, then It’s time for us to rework it!
Advertisement is an art of persuasion. But, only a few have the way to portray this persuasion so that it can captivate the audience’s attention. To your notice, you may also think writing ad for a product with several advantageous features deserves less thought. NO! If you put your strategy like this, it’s hard to predict a game-changer point in your career soon.
Simon Dicketts. Does he even need an introduction? While going through his work, I observed that his verbal conviction is so subtle yet it created an impact. You cannot outrightly talk about buying the product, but you can talk about buying another product with somewhat less effective or opposite features. And, the repercussions of that rival brand will follow. You cannot talk about living in the ‘certain township’. But you can bring up the issues with not choosing a ‘certain township’.
Addressing in this canny manner will not just catch attention but also help the brand in not appearing as if it is blowing its own trumpets.