What Makes A Good Ad Copywriter
by Marsha Maung
March 5th, 2009
Ability to think out of the box
A good ad copywriter is someone who can and dares to put their foot out of the box of convention. Conventional ad copywriters don’t make heads turn…this is a fact. People who actually write good advertisement copy are people who are not afraid of being laughed at when they present their ideas to the client.
So, before you hire a copywriter, take a good, long look at his or her portfolio to see if this ad copywriter dares step out of the norm.
Thinking like a consumer
Most professional advertisement copywriter knows this is the basic rule to good copywriting for advertisements. The only way to capture the attention (and hold it for more than a fleeting second) is to write something that truly catches their eyes. And hold it until the message sinks in.
The ad copywriter needs to step into the consumers’ shoes…what do they like, what would they see, how do they see things, what would they think of it and what are their needs? A rough gauge as to the response of the consumers and readers would really help the ad copywriter write a more encapsulating ad copy.
Thinking like the client
Yes, capturing the attention of the target market is the focus of the ad copywriter but the interest of the client should not be compromised. Let’s say the client wants the professional advertisement copywriter to write in a way that shows them off in a particular manner….or focus on their new literally-flying shoes in a very new light…something out of the norm…this is something the ad copywriter should adjust his or her writing skill to.
Ultimately, the client wants the professional advertisement copywriter to deliver the message in a fashion that is in line with their branding, marketing, packaging and the direction of their promotional campaign.
Using pictures and illustration
The job of an ad copywriter is different from that of a writer who churns out articles. I learned this from very early on. The rules that applies to the normal article writer does NOT apply to an ad copywriter because the article disseminates information while the advertisement has the main objective of turning as many eyeballs into sales as possible.
The way words are used, titles and headlines, subheadlines and copy are completely different. It’s the same way ad copywriters are different from fiction book writers….they’re trying to achieve different objectives, hence, you should iron this out with the ad copywriter before hiring him or her. The experience behind this writer, on whether he/she is professional adept to fill the boots or not, is essential to process.
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ABOUT THE AUTHOR
Marsha Maung is a Malaysian-based freelance ad copywriter with two kids. She spends her time ferrying her kids around, watering her plants, writing web content, SEO stuff, ghostwriting books and also indulges in the occasional Facebook-ing. Visit her blog for more dirty details on the life and times of a mother, writer, designer, housekeeper, coffee-maker, poop-wiper, chef...and just about everything else under the sun.
REPUBLICATION RIGHTS! IMPORTANT!!
Listen up! I am a very nice person, if you think this article is neat and you'd like to publish it in your website, all's cool with me but with one condition. Only one and from the bottom of my heart, I wish that you would, in all sincerity, allow me my one single wish....to place the following codes into the your website at the END OF THE ARTICLE.
It's not going to disrupt much, so please do it? Either paste the above ABOUT THE AUTHOR stuff into your website (with links included) or copy the following codes into your website. That's it! Thank you!
*muax*
<b>Marsha Maung</b> is a Malaysian-based <a href="http://www.marshamaung.com" target="_blank">freelance writer</a> with two kids. She spends her time ferrying her kids around, watering her plants, writing web content, SEO stuff, ghostwriting books and also indulges in the occasional Facebook-ing. Visit her <a href="http://www.marshamaung.blogspot.com" target="_blank">blog</a> for more dirty details on the life and times of a mother, writer, designer, housekeeper, coffee-maker, poop-wiper, chef...and just about everything else under the sun.
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