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Several correspondents to our newsletter, AdBriefing, say that they are having
trouble writing body copy for ads. Their problem seems to be the age-old one
of how to kick things off – how to make a start. Can I help? Of course,
I can.
When you have been writing copy as long as I have, you will come to understand
that there is an unwritten formula for writing copy. While I shudder at the
thought of formulae in advertising (since advertising is still a matter of doing
what your instincts tell you to be right, and not what some computer programme
tells you), there is no doubt that copy should follow a logical sequence. A
sequence that takes its lead from the message in the main headline.
I’ve said it before, and I’ll say it again, every headline should
contain some kind of offer or promise. At risk of repeating myself, it should
contain a benefit along the lines of: Buy this product and get this benefit.
If it doesn’t do this, then to my mind there is no point in running the
ad. As the great Doctor Sam Johnson said, back in the 1700s: Promise, large
promise, is the soul of advertising.
Ok – assuming that you have written a benefit-ridden headline, it follows
that the first line of body copy should reinforce that benefit. It should enlarge
upon it. It should take the initial promise and make more of it – much
more. In other words, it should be a more verbose rendering of the headline
statement. An expansion of what is in it for the punter.
It should not, decidedly not, be talking about something entirely different
from what is contained in the headline – as a lot of so-called copywriters
tend to do. This merely diverts your prospect’s attention from your major
proposition. Always remember that the reason he is bothering to read your body
copy is because he has been intrigued by your headline. He wants to be sure
he has understood the message.
All right, with the opening para written, the rest should write itself. Your
second para should talk about the features of the product. How it works. What
it does. How fast it operates – that kind of thing. And if it has a lot
of features, expand your writing into a third and fourth paragraphs if necessary.
This done, your penultimate para should refer back to the headline – once
again reiterating the benefit. After that, all you need is a call-to-action
paragraph; one that describes where, how and when the product can be bought.
And that, in a nutshell, is how to construct body copy. The formula, however,
is not set in stone. Just so long as your first paragraph is always a re-work
of the headline message, you can do more or less as you wish with the rest of
it.
Simple – isn’t it?
About the Author:
Patrick Quinn is an award winning copywriter with 40 years' experience of the
advertising business in London, Miami, Dublin and Edinburgh. He publishes a
FREE monthly newsletter, AdBriefing. Subscriptions are available at: http://www.adbriefing.com
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