Place the most important words (and ideas)
at the beginning of each sentence
• First word
• First impression
• Friendly
• Encourage the reader to keep going
Here are the some examples of the writing rules
The first impression of this advertising is very well.
It is easy to make us know it is selling sports products through the sentence of "The Street is my stadium".
It can encourage reader keep going to read it.
Goal
What’s your advertising goal (RoA)? What are you trying to achieve? Why does that matter?
The main idea of this advertising is very clear.
The Ketchup is formed by many tomatoes,
and have a copy "no one grows Ketchup like Heinz".
It wants to tell us Heinz Ketchup is made by fresh tomatoes, and it is more fresh than others Ketchup.
Seek the data and examples
What credible source supports your main idea?
Giving the data and examples can make audience feel credible.
Like this advertising, it have provided the detail information about ocean plastic pollution with image and text.
It can make audience concentrate on it.
Give it a great headline
• Create a curiosity gap, but with moderation
• Promise what you’re going to deliver
• Place your reader directly into the headline
• Be economical, and test
• Use numbers
• Use lively words
This advertising is quite intersting,
it have separated two half cakes to make the tricky eyes, and easy to make audience feel the cake is tasty.
• Put your readers into the story
• Describe a problem your reader can relate to
• Set a stage
• Ask a question
• Quote a crazy or controversial bit of data
• Tell a story or relay a personal anecdote
• Other ideas
Options for writing a
good opening
• Ask a question
Problems with humidity? Leroy Merlin
• Describe a problem your reader can relate to
• Set a stage
Delivery problem - DHL
This is my new copy writing.
What's on your mind?
24hours opening - McDonald's
