Copy is the text that you use in an advertisement. No matter what kind of advertisement it is, there are fundamentals to follow in order to make more interesting writing. There are lots of elements that go into writing body copy but I will only be discussing the elements that I find the most important.
1. Gets attention
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This Scooters ad gets attention by featuring an offer. Immediately, the line “$1 COFFEE” is the first thing that many people will notice about the ad. As someone who enjoys coffee, this offer is very attractive, as a typical cup of brewed coffee from Scooters would be around $3-$4.
2. Focuses on the customer
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This advertisement is doing a good job of being customer centric. This advertisement promises that the consumer will gain a sense of “Belonging, Purpose, and Hope” by participating in their events for young adults. It also makes sure to say, “You’re invited,” as if speaking directly to the consumer.
3. Stresses benefits
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This advertisement from Audible stresses the features and benefits of this particular book. The proclaimed feature of the book is to learn “Effective Co-Parenting or Parallel Parenting with a Narcissist,” while the benefits of learning this are to “Set Boundaries, Eliminate Conflict, Protect Yourself, and Raise Emotionally Secure Children.” The feature helps you to understand what the book can mean to you and why its worth listening to.
4. Differentiates your product from the competition
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This advertisement stresses that it is different from the competition because you don’t have to brush your retainer. It does not specifically mention the names of the competitors but alludes to the fact that this product is very different than what else is out there. It stresses the benefit that you will never have to brush your aligner again like you have to for many other brands that also offer a retainer.
5. Proves its case
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This advertisement proves its case that you should listen to this book because it is the “#1 New York Times Bestseller.” This shows that many people already enjoy the book and have listened to it already, so you should too. People can be skeptical to try a product if no one else has tried it, because they don’t know if it’s worth their time or money, and they want someone else to take the risk if it ends up not being worth it. This ad also has a quoted review about the book from Buzzfeed, so if you like Buzzfeed and respect them, you would probably trust their opinion about the book.
6. Establishes credibility
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This advertisement establishes it’s credibility by stating that “MyTrueAncestry compares your DNA to real arcaeological DNA samples: our database includes 140+ ancient civilizations and 10,000+ years of history!” This helps to prove that your results will be accurate and worth using this service to look into your ancestry.
7. Builds value
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This advertisement builds value by stating that after using their laser hair removal services, you will never have to shave again. The treatments may be expensive, but the extra value is that they would save you money in the long run from not having to buy shaving razors, razor blades, or shaving cream anymore. It would also save you value in terms of time in the long run.
8. Closes with a call to action
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This advertisement closes with a call to action by encouraging you, “Don’t delay again! Try it Now.” There is also a “Learn more” bar at the bottom that you can click. This encourages you to act on the ad while you are interested and requires minimal effort to learn more about the service being offered. This is essential in ads so that the consumer knows what to do easily to pursue the product or service.