Writing an Advertisement

6. The Body Copy

The headline and picture have won the reader's attention. Now you need some good copy.

6.1 Take the practical example of writing an ad for your 'extra-sharp kitchen knives'.

• Start by enlarging on what is said in the headline. Just how sharp are these knives?
• Offer facts to support your claims. Why are they so unusually sharp?
• Explain other benefits - eg inexpensive.
• Warn readers that they will miss out if they do not buy the product - eg there is a special offer for a limited time only.
• Urge readers to find out more, or buy the product. Tell them how and where - eg 'Phone for details'.
• Close with a pay-off line relating back to the benefit in the headline - eg 'So sharp they'll cut your time in the kitchen'.

6.2 It is essential to get the tone right.

• Readability - the ad should be clear, crisp and concise, and written in plain English.
• Sincerity - the ad must be confident, without seeming shrill.

6.3 Advertisements must be 'legal, decent, honest and truthful'.

If in doubt, the Copy Advice Service (020 7492 2100) will vet your ad free of charge.

• You must be able to back up your claims.