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A successful marketing plan relies heavily on the pulling-power of advertising copy. Writing result-oriented ad copy is difficult, as it must appeal to, entice, and convince consumers to take action. There is no magic formula to write perfect ad copy; it is based on a number of factors, including ad placement, demographic, even the consumer’s mood when they see your ad.
So how is any writer supposed to pen a stunning piece of advertising copy — copy that sizzles and sells? The following tips will jumpstart your creative thinking and help you write a better ad.
Consumers are inundated with ads, so it’s vital that your ad catches the eye and immediately grabs interest. You could do this with a headline or slogan (such as VW’s “Drivers Wanted” campaign), color or layout (Target’s new colorful, simple ads are a testimony to this) or illustration (such as the Red Bull characters or Zoloft’s depressed ball and his ladybug friend).
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Vincent O’Malley is a professional historian and founding partner of the Wellington research consultancy HistoryWorks. He has published widely on New Zealand history, including the critically-acclaimed and best-selling works The Great War for New Zealand: Waikato 1800-2000 (2016) and The New Zealand Wars/Ngā Pakanga o Aotearoa (2019), along with Voices from the New Zealand Wars/He Reo nō ngā Pakanga o Aotearoa (2021), an Ockham New Zealand Book Awards finalist in 2022. With Professor Joanna Kidman, he is co-Principal Investigator on the Marsden Fund project ‘He Taonga te Wareware? Remembering and Forgetting Difficult Histories in Aotearoa/New Zealand’, a three-year study into how the nineteenth century New Zealand Wars have helped shape memory, identity and history. Along with Professor Kidman and other project members, in 2022 he co-authored Fragments from a Contested Past: Remembrance, Denial and New Zealand History.
Professor Political Science, UC San Diego