What is Advertising and Copywriting & Why is It So Important

Watching some of the commercials on TV you could be forgiven for thinking that the goal of advertising is to be clever or cute. In fact, awards in the advertising industry often go to precisely these types of ads. But if you're depending on your advertising to generate business, let me tell you from personal experience that cute and clever does nothing to pay the bills!

The goal of an advertisement is to inspire some sort of action on the part of the target audience. The action may be to get them to buy a product, to sign up for a free report, or perhaps even just to build brand awareness and positioning.

In order to qualify as good advertising copy the piece must meet three important criteria: 1. It must capture the attention of the target market.

2. It must hold the attention of the target market long enough for them to absorb your message. That means that they must read your salesletter or email, listen to your radio commercial or watch your ad on tv.

3. It must inspire them to take some sort of action. If no action is required, then the advertising salescopy must alter favorably their attitude toward your product or service. Getting a prospect to rake action can be quite easily done by reminding them to fulfill a need. Think of food commercials. If there is no pressing need for the product (which is the case with many of the products and services being sold today), then it is the copywriters job to create a desire for the product by tapping into common universal human emotions and pitching the product or service as a way to fulfill these emotions. (You don't need that fancy sports car or that latest techno-gadget, but you buy it to fulfill some emotional need that clever advertisers have created in you)

The most important of these 3 criteria is of course, the ability to grab the attention of your target market. If you don't get their attention, then all your effort on the remaining salescopy will be a waste of time and money.

Now you need to ask yourself, does your advertising meet these important criteria? And when I talk about advertising, I mean all forms of communication with your prospective target market, from emails to webcopy to direct mail sales letters, brochures and more. And more importantly, If it doesn't what can you do today to change that.

If you’d like to know more about how to get the maximum ROI from your advertising budget by utilizing good copywriting skills then visit http://www.ProCopywritingTactics.com. Here you’ll learn everything you need to know about advertising and copywriting.

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