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| How to Write a Good Press Ad |
The first and foremost thing to be understood while writing a press ad is to never start by writing or even thinking about the ad. So how do you start of creating a press ad? Here are powerful tips to create an effective press ad.
- The first thing you do is to draw - Draw a box on the paper, approximately in the ratio of the size of the ad you've been briefed on. This helps you to focus your thoughts on the job to be done. Incidentally, it also helps you to think out of the box, metaphorically speaking
- Crystallize the image of your target audience – once you've done your homework - reading the brief, collecting some extra information, even arguing with the servicing, start crystallizing the image of your target audience i.e. think about the people who are supposed to buy your product. Hone in on one person whom you know who fits the TA and then write the ad as if you are writing to that person. This might mean that you write an ad that is not an ad in the conventional sense. So much so the better!
- Use something that will immediately get your TA to connect- This can be a picture, or a drawing or a joke or anything that will help connect your ad to the target audience.
- Write something that conveys your as well as your client’s ideas to the TA - For example if a man comes up to you and says 'I am a very humorous man', you might not buy that. But if the same man cracks a series of jokes, which make you laugh, you will definitely think that the man is a very funny person indeed.Try the same thing with copywriting as this approach will automatically ensure that the tone of voice and style of the ad will fit the TA. It also ensures that your work is always be fresh and might even get you an award!
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