10 Ways to Write More Effective Ads
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What is advertising?
Is it something to be regarded as a work of beauty or art? Is it clever slogans or amusing prose? Is it workmanship to be judged for an award or recognition?
Its none of the above.
Advertising is salesmanship multiplied.
Nothing more.
And advertising copy, or copywriting, is salesmanship in print.
The purpose of a copywriters job is to sell. Period.
The selling is accomplished by persuasion with the written word, much like a television commercial sells (if done properly) by persuading with visuals and audio.
As Claude Hopkins wrote in his timeless classic, Scientific Advertising:
Is it something to be regarded as a work of beauty or art? Is it clever slogans or amusing prose? Is it workmanship to be judged for an award or recognition?
Its none of the above.
Advertising is salesmanship multiplied.
Nothing more.
And advertising copy, or copywriting, is salesmanship in print.
The purpose of a copywriters job is to sell. Period.
The selling is accomplished by persuasion with the written word, much like a television commercial sells (if done properly) by persuading with visuals and audio.
As Claude Hopkins wrote in his timeless classic, Scientific Advertising:
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