Space ad copywriting: when to get creative and… when not to
Selling in print isn’t easy, so people usually spend lots of time trying to be clever.
They want to make sure their ad is different… make sure it stands out… and make sure people are lulled into the copy as if they were in a trance.
But many times, you don’t need to be so creative. Especially when you don’t have lots of space to work with and you’re selling pretty conventional stuff.
So for instance, it’s not uncommon for you to see statements like this, on ads selling anything from homes, to cruises, to even printers who print books:
“We make your most important dreams come true.”
Unfortunately, instead of being creative or clever or cute or whatever, when you make statements like this, you’re basically saying absolutely nothing to no one.
You would be far better being direct and straight-forward than saying something empty and vapid like this.
Here, let me give you an example of what I mean.
“Now print 1,000 softcover books, 5.5″ x 8.5″ for only $4.90 per copy… sturdy binding, full-color cover, ready to ship to your front door or warehouse in 72 hours. References and other sizes also available, call 555-1212 for more information.”
Or maybe something like this:
“I will clean, brush, and flush your gutters this weekend for only $129. Get sparkling clean trim now by calling 555-1212 — ask for Dave.”
See, sometimes being direct is the best thing you can do for yourself and for your customers. In fact, what you’ll find is the best way to communicate in your marketing… is usually the best way to communicate with people in general.
Now go sell something, Craig Garber
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