Now that you’re ready to launch a new marketing promotion, how do you know for sure that your advertising copy will come through for you? It’s only normal for you to expect for stellar results but you also need to know what it takes for you to achieve such results. That means coming up with surveys, testing your marketing campaigns, and then tweaking all the step of the way. So before you give the newspaper or the radio the go signal to print your advertising copy it might be a good thing to inspect your draft through a thorough inspection.
1. How compelling is your headline?
Does your headline make readers curious or envious? Does it provide a benefit which motivates readers to continue reading up to the very last word? The answers for these questions must be yes. How important is your headline? Your headline is considered as the ad for your ad. You can always ask your writer to come up with at least 25 headlines so that you can pick out the best from the group.
2. Are your headlines aesthetically pleasing?
Just because your headlines make sense does not mean that they’ll automatically catch the eye of your readers. For starters, a balanced appearance often — if not always – work to the headline’s advantage. So it’s a good idea to encase your headline in quotation marks. Make sure that the letters, and words, of your headline are properly spaced to prevent your readers from being suffocated. You can also convert a long top headline as two or even three separate headlines to increase readership.
3. Do you have an arresting opening to your ad copy?
Your ad copy’s goal is to “sell” and the entire copy should do just that, especially the opening. Your beginning should successfully hook your readers so that they keep on reading up to the last sentence. Of course your ad copy should be witty all throughout but if your beginning lacks the essential punch, how else will your readers know how awesome the rest of the ad is?
4. Does your ad copy strike a balance between being emotional and logical all at the same time?
When it comes to ads, you can never be too emotional or too logical. You need to strike a balance in order for your copy to be relatable and compelling but not overly dramatic or formal. Make sure that your copy tugs at the heartstrings of readers but still provide substantive reasons for why people should choose your practice.