This means that if you’re looking to get into the advertising business, you’ve made a lucrative choice.
With all these advertisements come ad copy, the lifeblood of advertising. This is any text or script for an advertisement, and every ad has it.
For expert advertisers, copy writing comes naturally. For beginners though, it can be difficult to know how to write copy.
While mistakes are impossible to avoid, here are some of the most common issues to watch out for when writing advertising copy.
1. Forgetting Your Audience
One of the most important aspects of copy writing that you need to remember is the target audience. You have to know who you are writing to.
And yet, it can be easy to get so caught up in crafting your message that you can forget who you’re targeting. That’s why you should always determine who your target audience is before you write, and decide whether your message speaks to this group once you’re done.
Each demographic is different. Your writing should use language and references that make sense to the age group, region, gender, and culture of the people your copy is aimed at. For instance, if you’re ad copy is targeting wealthy, older moms who live in the northeast, then it would be incredibly inappropriate to use southern slang to describe your plumbing service. If your target audience can’t connect with your message, then they’ll be less likely to pursue the product or service you’re marketing.
2. Forgetting Your Company’s Brand
We all have our own voice and point of view, and for many writers, the goal is to highlight this voice and stand out. This is true for copywriters as well, but with one catch. We’re supposed to highlight our company or organization’s brand,not our own.
It can be difficult to do this, but you have to find ways to match your tone to the one that matches the brand that you’re doing copy for.
Is the organization fun and creative, or professional and technical? Does it use humor, stay straight forward, or have a completely unique way of communicating? As a copywriter, you need to figure the brand’s voice and imbue it into your copy. For example, Coca-Cola has spent years branding itself as a happy, positive drink company. It would be weird and off putting if it’s ad copy suddenly became aggressive and used internet slang to attack competitors and people who don’t drink Coke.
While it’s not likely that your voice would be this different from your company’s, an off-brand change in tone can still be noticeable and potentially turn off potential customers.
While it can be hard to avoid using the jokes or slang that you use regularly, if it doesn’t fit your company’s brand then it doesn’t belong in your copy.
3. Promising Too Much
The point of copy is to persuade someone to do something. This could be getting a person to do something like donating money,buying a product, or taking an action.
As copywriters, it’s our job to be persuasive as possible. In the effort to do this, it can be hard not to go too far in telling people what they’ll get out of your product or service.
We all want to say that what we have to offer is the best and will change everyone’s life. However, every copywriter needs to stay honest and not promise too much.
There are many examples of businesses lying in their advertisements, like Red Bull saying their product would give you wings when no wings were actually provided. Like so many other companies who lied, Red Bull had to pay a large settlement after being sued.
To avoid getting yourself in trouble, get to know the code of ethics used by the American Advertising Federation.
By getting to know the ethics of advertising, you can learn how to write copy the right way.
4. Using Humor Inappropriately
There’s a reason why so many Superbowl commercials use humor in their messaging: it works.
Humor can be an effective and fun tool for copywriters, but it can be easy to get carried away. The funny ads that are most effective use good humor that is easy for people to understand without alienating anyone watching. However, there’s so much humor that can be offensive or hard for the average person to understand, so copywriters have to work hard to find that sweet spot.
They don’t always hit the mark.
For example, the car company Hyundai created a commercial that showed a man trying to commit suicide by running his car in his garage, but failing due to their new SUV’s water emissions. The reveal of his failure may have seemed humorous to some, but for others, it appeared the ad was making light of a serious issue.
Another example is a bus ad created by the phone service Ting, which says,”slow, irregular internet? You need more fiber.”While this isn’t really offensive, if you don’t understand anything about fiber optics then this ad may go completely over your head.
5. Lack of Strategy
The last mistake that copywriters make is not having as strategy. It’s easy to come up with fun ideas for copy. It’s hard to make those ideas work to help your brand. One of the best examples is the cat herdingcommercial from EDS. The ad itself is great and memorable, but it just didn’t do enough to help people understand what EDS was actually about. That’s why before you do anything else, you need to come up with a strategy.
Copywriters need to know who they’re targeting and what kind of message are they trying to send. For example, if you’re working fora company that isn’t well known, you should focus your strategy on helping people understand what the company does. Once you know why you’re making the copy, you can start writing ad copy that will achieve your goal.
If you’re having trouble determining the best strategy for your company, you may need to reach out to an organization like StrategiCopy that can help determine the best way to advertise.
Now You Know How to Write Copy!
While this article has not made you a copy writing expert, you should now have a much better idea of how to write copy. By knowing what mistakes you should avoid, you can avoid the pitfalls that have torpedoed so many other copywriters and advertisements. Still unsure about writing copy? You can checkout more information here.
It takes a lot of guts to start your own business. Everyone has the tools and opportunity to do so but proportionally speaking, very few people go through with it. It takes someone with special character and resolve even to consider putting their financial future in question. But that is exactly what you’re doing when you open up a small business and go for it; chasing your dreams. This is why so many entrepreneurs are cautious in accepting help or at least sceptical. It’s understandable for many reasons because it’s your money on the line and it’s also a pride thing. But those who are willing to learn from those more successful open their mind to new possibilities and start looking at situations from a different angle. At the same time, expert advice is never cheap and one way or another you will end up paying something for it. Tipping the scales in favor of one way over the other doesn’t need to happen.
You’re not alone both directly and indirectly. All the types of business classes or sizes in the world, small and medium-sized businesses have the largest communities. There are so many people just like you in your position, going through the same trials and tribulations. One benefit to you might be to join a forum or group that specializes in small businesses in the same industry as you’re in. You can talk on message boards online, communicate via social media groups on Facebook and Twitter as well as go to meetups in person. Almost like an unofficial union, these groups can come to your aid in the form of legal advice as small businesses don’t usually have the funds for highly qualified lawyers. You’re also dealing with the government’s rules and regulations and knowing the ins and outs would be to your advantage.
Apart from the exciting journey of dreaming up, starting, and running a business the only thing more exciting are the financial benefits. Having your own business means you’re in charge of how much you earn, and it’s all down to how hard you work and the success that goes along with it. It’s great not having a set annual salary, but this makes a precedent for the rest of your financial activities as a business owner. As nothing is set in stone, it can get complicated to understand and organize your revenue and expenditures. You should consider taking an online course of msc accounting and finance to better understand the roles and function of accounting and finance in a number of business settings, including the for-profit and nonprofit sectors. You don’t need to a have a similar background to take the course in the first place, so it’s great for those looking to avoid hiring a financial advisor and do it their way.
Building a business from the ground up is incredibly exciting and liberating for the soul. But don’t get carried away with a whimsical outlook on life as there are ever-increasing challenges between you and your goals. Striking a good balance between self-reliance and an acceptance of help from others is a fantastic way to keep all the plates spinning.
Have you ever wondered how companies are able to manage an international supply chain that delivers their goods perfectly?
A good place to start is by controlling all costs by sourcing everything (to an extent) at a local level. If the items can’t be done this way, you will want to send as many items at a time as you can – in bulk. This will minimize the overall cost of transportation.
The only problem is that when you pass to an international element to your supply chain, it makes everything a whole lot more complicated. Having said that, there are ways to maintain the supply chain in an easier fashion. Here are a few tips.
Teamwork is a must
It’s all about the teamwork. It’s no good having one team working on operations, while the other team is looking at the numbers not understanding why they’re paying so much money for duty costs.
The first thing you will want to do is get everyone together for a team meeting so that everyone knows and understands the plan of action inside and out. Remember that in order to manage a successful supply chain, you must not only work with a few of the main departments, but the entire company as a whole.
Visit the experts first
You can’t expect to do everything on your own. No matter how many areas you cover on a daily basis, you will still need help when going international. You need someone with the expertise on the best locations, for example. This means searching for local, reputable producers that are known for delivering the best results.
You need to find yourself a business partner that is a master in the specific market that you’re looking to get into. It’s very important to work alongside someone that can help you develop your brand even further than you already have.
If you’re managing a smaller business, find a consultant that specifically deals with clients in that location. That way they can help you to figure out the best way to deal with transit options and taxes. The more time your potential business partner has spent in the country, the more knowledge you will be receiving from them. Having the right consultant can save you an awful lot of money, so don’t think you’re wasting your time, because really you’ll just end up wasting your precious money.
Timing changes everything
Time is one of those elements that can either make you as a business or break you just as easily. Use it the right way, and you can be building your supply chain and opening endless doors of opportunity. On the other hand, lose valuable time, and it could all be over in a second.
Good sales forecasting is essential
Timing is key when trying to keep up with sales forecasting. This is where you can either ride at a slow monotone pace, or become very successful in managing your supply chain.
It all comes down to having the realistic idea of how much bulk you are able to move from your inventory and sell. Moving goods internationally takes a lot longer, so if it doesn’t sell, you’re going to be left with a whole load of stock and nothing to do with it.
Companies like the Moons Industries, for example, have a very large inventory to shift, and they manage to move it because their product is used to manufacture 3D printers, stage lighting, security equipment and more. It works because not only is the product a handy one, but they meet their delivery times and excel on their customer’s demands.
Never just assume
One of the most common mistakes that get made is when small businesses consider international expansion and guess far too much, instead of going off facts. People assume that different cultures operate the same way – but they don’t – far from it in fact.
For example, internet access is very easy to get your hands on in the US, so dealing with business and clients is simple, whereas in another country it may not be so simple to get access to.
So now you know how to manage a supply chain internationally, you should be more confident in the actions you take when moving forward. You know all the things you need to look out for, and you know the best way to get things done. Now all that’s left to do is find the appropriate business partners that will help your company grow even stronger.