Writers use words to earn a living and those words aren't necessarily
limited to one form of writing job. Novelists may write ad copy; journalists
may write greeting cards; speech writers may pen obituaries; and there are many
more. There are slightly different rules for each type of writing job, but in
every case a writer needs to know how to deliver the right message to the right
people.
Writing ad copy can be a decent paying gig. Newspapers, store catalogs, magazines, internet ads, and mailed campaigns are just some of the
venues that need descriptive and appealing copy to accompany images. In
addition to using attractive AND HONEST wording to interest buyers, the writer
needs to know what his target market is. Children’s clothing ads should be
targeted towards young parents whereas hearing aids and accessibility items are
probably better targeted towards the elderly. Knowing what features to
emphasize about a house for sale will help direct the house to specific buyers.
Unlike articles or full length manuscripts, advertising copy
needs to grab the viewer with every word, the writer doesn’t have time to hook
the reader within the first twenty words or so. The whole point of writing ad
copy is to supply a short, succinct and positive piece that will persuade
buyers, spread information, and help to establish a brand. The advertising copy
writer needs to know what the product or idea is that they are promoting and
needs to be clear in about call-to-action; is the reader supposed to purchase
the product, believe in a campaign, invest money, apply for a job, etc.? Address
the target audience with keywords that mean something to that specific group. Be
detailed and brief in your presentation. Avoid weak/passive wording such as try or may, instead use can and will. Your words are limited so address
only what is necessary. Always apply a positive view but NEVER lie.
Writing Exercise:
In one paragraph (three to five sentences) describe yourself to a
potential employer. Emphasize your positive attributes. Remember… honesty.
Writing Prompt:
Flip through any newspaper or magazine. After you've closed the pages of
that publication, make a list of five to ten items advertised and at least
three things about each item that made you notice it. Do NOT re-open the
publication until after you complete your list.
Challenge Assignment: Think of a story that made you feel very sad
or angry — it could be a true story of something that happened to you, a book you've read or a television episode. Write the story on paper, no less than 300
and no more than 1000 words. Using words and actions, try to make the reader feel
the same emotion you do about the subject.
