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.
