Writing an Advertisement

4. Body Copy

How much additional text your advertisement should contain will depend on your objectives and your target market.

For example, advertisements that aim to increase brand awareness for perfumes and fashion often contain nothing apart from the headline, an illustration and the product name.

Advertisements in trade magazines may be packed with details that the advertiser is confident the reader will want to know.

Possibilities for the body copy include:

4.1 Following on from the headline.

• For example, enlarging on the key benefit you offer.

4.2 Supporting your claims with facts.

• For example, explaining how you managed to create a product with the benefit you have mentioned, or providing a third party endorsement.
• Precise figures are more believable than generalities.
• Even if you do not include the facts in your advertisement, you must be able to back up any claims you make.

4.3 Explaining subsidiary benefits.

• Be cautious about creating a cluttered ad with a long list of unconnected benefits. If in doubt, leave it out.

4.4 Prompting a response (see 5).

4.5 Deterring unwanted enquiries.

• For example if your product is (deservedly) expensive, you may want to indicate how much it costs, to avoid time-wasting bargain hunters.

4.6 Reinforcing your main message.

• For example, ending the advertisement with a pay-off line that relates back to the headline.Many advertisements repeat the main offer three times, in different ways.