By Pamela Brooks
A complete consultant to writing advertisements replica, this article offers how to establish the objective viewers; the right way to write ads, brochures, flyers and unsolicited mail; and the way to examine that the replica is operating as soon as written.
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Extra info for The Easy Step by Step Guide to Writing Advertising Copy
The number of pages will therefore be a multiple of four Get the brief right! The brief for a brochure or flyer is very similar to that of an advert, detailed on pages 16–19. e. the technical details of the brochure. g. A4, A5, one-third A4), how many pages, colour or black and white, type of illustrations (line drawings, photographs, charts) • how it will be distributed – as an insert (national press, regional press, specialist/trade press, leaflet drop), posted direct to customers on a mailing list, picked up from a dispenser at a retail outlet • the purpose of the brochure – is it to display your range of products/services, to act as a sales catalogue, or to encourage customers to ring you or visit?
Straplines/slogans This is the last thing the audience sees and the first thing they remember, so it needs to be warm and leave a lasting impression. Slogans act as memory-joggers when your customer is at the point of sale – it may make the difference between choosing you or another supplier. Slogans and straplines are also good for making promises: ‘nothing lasts longer than Extracell’ (from a battery manufacturer) or giving a call to action. Keep the slogan short and memorable, so it’s easy to remember – aim for three to five words (but definitely no more than seven).
It’s on the sea-front so they can listen to the relaxing sounds of the sea instead of the usual frantic ringing of phones or demands of children or …) So bring out the point. The headline could be Ring, ring? Waah-waah! Shhh, shhh. Ahhh … The headline makes the audience sit up and take interest – what’s it talking about? Sounds? Note the repetition at the beginning (demands on the audience) and the internal rhyme. And then the subhead explains it. Come and relax at the Spa Hotel, soothed by the sounds of the sea.