Great ad copy heightens the senses.

by Ed Camp

Write the right word.  Sounds pretty simple doesn't it?  And,  before I started learning how to write compelling and interesting advertising copy, I thought I knew how to do it.  The operative words in that sentence are "compelling" and "interesting."  What I knew to do was impress my audience with clever phrases, catchy words that they would be sure to remember.  You know, something that showed how poetic I could be. That's what I thought advertising copywriting was all about.  (I think that impression came from Daren on "Bewitched."  I was a big fan.) 

As I started to study the greats of the field in college, I was able to see how the Ogilvys of the world didn't try to impress nearly as much as they sought to inform.  Great advertising copy should be a service to the reader, providing information helpful in making an educated buying decision for whatever they are wanting to buy . . . . and everyone sells something whether they want to admit it or not!

Here are some of the basic principles that helped me get started on the path of understanding how to write the right words:

• Use simple language, but don't talk down to your audience.  Respect the intelligence of the reader.  The words you choose should be approachable.
• Don't choose words that are intended to impress the audience with how many words you know.  Communication is about connecting, not competing for English usage awards.
• Consider much more than the definition when selecting your words.  The connotation, or implication, of the word is just as important as what it means.  Think of how your audience may feel about the words as much as how they use them.
• Think clear, clearer and clearest.  Look at key words in your ad copy and determine if each word has a clear meaning, or is there one that makes a better connection to the audience.  Then, think about what makes the best choice.  Every word is important and each one contributes to the communication process.
• Be economical with your words.  Use just enough to make your points and make each one count.  Less is more!
• Descriptive words help paint a mental picture.  This is especially true when writing for radio, where the "theater of the mind" approach helps communicate effectively.  Close your eyes and try to imagine the picture your words help create.

Writing the right words begins with taking care to consider each word.  The rule of thumb:  when in doubt, leave it out!