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What makes an effective Advertisement? The first thing that comes to mind is a ‘Beautiful and colourful illustration’ but let me tell you friends, some amazingly engaging text is equally important. We rarely see ads without text, don’t we?

Creating an ad copy is literally a work of art. It requires creativity, a sense of style and a certain aptitude and knowledge of the subject too. Artistic words in advertising allow advertisers to generate content marketing that’s practical and persuasive at the same time. The right words can highlight an ad and make the illustrations comprehendible and awe-inspiring.

Writing effective copies is no easy task; it involves trials, tests, failure, breakthroughs, improvement, and predictability. Well-thought advertising copy elements can be enlightening, developing new ideas, and this is how an advertiser knows if it’s working.

Part 1: Include the Right Elements

With limited number of words and a set of editorial policies to adhere to, ad copies can be really tricky to come up with. However, including the right kind of elements in parts of your copy is the halfway conquered towards creating an effective copy. Here are those parts in detail:

  • Headline

Rather than just putting in words like name of the company or a product directly into the headline, a more successful approach would be to include interesting keywords that help trigger the overall ad. But do it within 6 to 7 words at the max.

Users are often on a lookout for something that can serves as a solution to their needs or rather wants. And therefore, they would want to click on an ad that in the first look seems to contain the word they are searching for. Especially for digital ads, where keywords play a major role, using Dynamic Keyword Insertion is the way to go to grab customer ATTENTION.

  • Description Line

Now that the audience’s attention is here, it’s time to capture their interest by showing them off the features, benefits and functions of the product/ service.

Tell the customers how the product being offered to them can provide solution to one of their problems. Not more than 35 characters should be utilized to get to the point. Ad copies can miss out on words like and, of, in, on, at etc. provided the meaning comes out right. The next step is turning the INTEREST into a desire. {To create DESIRE, the USP of the product/ service must be used and presented through attractive images.}

  • Call to Action

This is specifically easy with online media. After pursuing the audience to take a product/ service, it is important to provide them with a direction and helping them take an action. Converting the desire into ACTION is, after all, the ultimate goal. Words like ‘Buy Now’, ‘Get a first time offer”, “do not miss the opportunity”, “Grab your chance”, and “Hurry!”, though traditional, are really effective in prompting the intended action to the users.


These highlighted words are exactly what a good copy must achieve. Advertising Pioneer, Elias St. Elmo Lewis developed this model of communication strategies. And aha! It works!

– The headline copy should grab the users’ attention and tempt them to read in further.

– The description copy should spur the users’ interest in what is being offered.

– The illustration should inspire a desire to have the product/ service.

– And finally, the CTA should consolidate the users’ decision and compel them to take action.

Important Note: Do not underestimate the need for proper formatting!

Part II to follow soon..

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