The Journey to Better Marketing: Advertising Copy and Structure

Your ad will likely be constituted of a headline, the body, the offer, a call to action (CTA), a hook, and graphics. Following the AIDA model, you need to grab the person’s Attention, spark their Interest, increase their Desire and move them to Action. You need to do all of this in a simple and clean format. Advertising is an art.

The headline should grab the reader’s attention and make him or her want to buy whatever you’re selling. Why do you click on the stories in your newsfeed? Because of the headline. What makes a good headline? There are a lot of answers to that question, but the easy answer is one that gets the reader to click and not be disappointed with what they have clicked on.

The body should be short. This is not a school essay or a blog post. It should include who you are, what’s unique about your product, where it can be found, when, and what it is exactly.

The offer is what you are selling. The hook is the reason someone should respond now: “Limited time offer,” or “only two in stock at this price,” or “the first 50 to respond get a free…” Then you have the CTA: “Buy here,” click here,” “subscribe to our email list,” or whatever you want the person to do.

Your graphics may be the most important part of the ad. As people move away from text, your picture is worth a thousand words. You better make them count. If you can hire a professional designer, do so.

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Adapted from “Guerrilla Marketing in 30 Days (affiliate link).”