How to Write Amazing Business Advertising Copy

Posted by jimkaspari

There are 5 major components to writing amazing small business advertising copy.

Here is a simple, yet highly effective model of the 5 major categories to include in your amazing advertising copy.  Note that the order of these are very important!

  1. Command Attention
  2. Showcase Benefits of Products/Services
  3. Prove the Benefits
  4. Persuade People to Embrace the Benefits
  5. Call to Action

Advertising is basically sales in print.  So, you need to think about the unique benefits your products/services offer and showcase that in a persuasive way.  You need to emphasize the results, benefits and emotions your prospects will experience after working with you, not just features, your credentials or how it works.

Let’s expand on each of these 5 components that make up amazing advertising copy:

  1. Command Attention:  This is accomplished with the headline. You need an attention-grabber that generates curiosity and makes people want to know more about your products and/or services. The best headlines give a vivid portrayal of the benefits or show how a problem can be avoided with your products/services. The headline is the advertisement for the advertisement.  It can also be a bold, powerful statement or a question.
  2. Showcase Benefits:  You have to showcase the benefits of your products and services and, more importantly, show how they will solve or prevent a big problem, challenge or frustration. They need to know what’s in it for them. Include useful, factual and clear information to show precisely what the benefits, results and emotional shifts are and how they are going to help the customer.  Three to seven bullet points work well here.
  3. Offer Proof:  This is where you prove what the advertisement is offering.  You need to establish you have a method to deliver.  Consider information that establishes credibility and past performance.  Tell a short success story from one of your past clients or offer statistical evidence.  You might offer some sort of guarantee here as well.
  4. Persuade: You need to add compelling reasons for your potential customers to purchase your products/services. Use a direct offer approach.  Don’t be afraid to offer to help them.  We’re all in business (hopefully) because we like helping others.  Another way to add a sense of urgency is to make it a limited time or quantity offer and create scarcity.  This will influence your potential customers to feel like they have to act now. Which leads into the last component …
  5. Call to Action: You need to compel your potential customers to DO something.  How do they get the wonderful results you can help them with?  What do they need to do?  Be very clear and simple.  Just ONE thing.  Do they need to check out your site, sign up for your newsletter, purchase your products, contact you about services…something else?  Offer a freebie-a booklet, sample, product, bonus, demo, consult, limited time price…the list goes on.  There are lots of ways to get potential customers excited about ordering and help them feel like they are getting an amazing deal.

Good advertisements include all of these components and are not complete without any of them.  You can sit down and think through any one of these components, then figure out how to best place them together for the most effectiveness.  We can help you with this too.  Try our FREE test drive of our amazing, comprehensive Small Business Marketing eLearning platform  to learn how to put together great advertisements through amazing advertising copy.