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The Big Of Short

By Amrit Hallan

It's been long accepted that when it comes to writing sales copy, small is always beautiful. The key is, how to say more in less and make the greatest impact.

Sales copies are not pieces of literature. People don't read them because they want something beautiful to read. They often stumble into them while reading or browsing something else. They are often in a hurry. So there is very little time for you to grab their attention and make them understand what you want to say, in the right earnest.

Even in the conventional print medium, the printing space is limited as well as costly. In twenty or so words, you have to tell them why it makes sense to buy a particular product or avail a particular service.

Since you have to achieve more in less words, more work and expertise is required to write such copy. You have to know in what state of mind you target reader is going to read your copy. You have to know where your copy is going to appear and what else is going to be there on the printed medium beside your ad copy.

Keep the following points in mind when you are conceiving a shorter ad copy:

Get attention

Since there is a great possibility that your reader has something else in her mind when she sees your ad copy, you have to grab her attention. You have to make her read at least the initial few words so that you prepare the ground for further communication.

Get interest

Once you've got her attention, you should be interesting enough to make her read on. Getting attention is fine, but if your copy is drab and uninteresting, she'll soon get distracted and move on to something more interesting. Make her want to read more by using captivating expressions.

Create desire

If your copy is interesting, your reader will desire to know more about the product or service you are trying to promote even if she has no requirement for it presently. Kindle that desire. Do not spill all the beans at the outset but show enough to encourage her to explore further or at least remember to return back to your ad copy or your web page.

Initiate action

This is the final stage, and the ultimate goal for every ad copy. After all your copy needs to generate business for you or your client. All the above points should lead to your reader into buying the product or service. Even if she doesn't buy, at least she should call or write for further enquiries.

But then again, in advertising there are no hard and fast rules. Computer ads are longer. You explain their individual features and how adding or subtracting those features can alter their prices and configurations. This is where comes your individual wisdom and your client's plan and budget.

Copyright © 2008 Amrit Hallan
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