Writing Copy for Marketing

Every business markets to their customers. They have an ad in the yellow pages. They have signs up in their window or on the counter. They run ads in various publications. They print flyers. They have a website and advertise online. They send e-mails and the list goes on. One of the most important aspects of marketing is writing great ad copy. Notice I did not say good ad copy. Good ad copy gets noticed. Great ad copy gets results.

Good ad copy may tell the public about what you have in your business. What goods you have or what services you provide. Great ad copy tells them why they want it. This boils down to features and benefits.

A feature is something that is attached to the product. Finest wool in the world is a feature. A benefit is what is attached to the user. Be warm and stylish in this suit is a benefit. Granted, most people would think that if you say finest wool that everyone would understand it's warm. But when writing ad copy, you need to spell it out. You don't know what mind set the person who receives the message is in, so you want to make it as easy as possible for them to understand the benefit.

So when you are developing your ad copy, make sure to focus on the benefits that you offer. It will tell them why they want to utilize your business and what they will get from doing business with you.