It is the lifelong wish of every ad guru that their ads sell like hot cakes in every medium. The role played by copy in a marketing communication like advertisement is unimaginably great. A good ad copy is attention-grabbing, inspiring, compelling, and moves you into action by arousing desire and interest.

So, how can you make sure that your ad copy really sells? Follow the simple steps below and see the transformations they bring:

* Know your customers
To start with, know the customers you want to target – their interests, needs, expectations, and the drivers behind their buying decisions. Only then you’ll be able to fashion a copy that is relevant to them. The advertising copy that you write for uptown professionals will be completely different from the one meant for housewives. Developing copies in the absence of adequate customer information can backfire.

* Focus on consumers
The focus of an ad copy should be on the consumers, not the product or service. Directly address your consumers in the second person. Tell them what your products and services can do for them. Talk to them and engage them. Tell them what actions they can take. Consumers want to be in control.

* Make it unique
Make your ad copy stand out in the crowd. Add something noticeable and focus on particular benefits that your competitors don’t offer, be it lower price or personalised services. Tell your consumers why they must choose your products and/or services over others’.

* Keep it simple
Make your copy do with few words; don’t overkill it. Brief but strong should be the guiding principle. Be upfront and cut down on complexities. Try to sound credible and offer a solution with clarity instead of telling a story. Consumers want ads to be informative, not baffling.

* Mind your language
If you’re targeting customers in selected regions, use a language that they’re comfortable with. This will make it easier for them to fully understand the products or services you offer. Try to get a little conversational in your promotions.

* Make honesty a policy
The truth is that you can’t fool your customers all the time. Marketing gimmicks overflowing with tall claims will not stand the scrutiny of well-informed, empowered and alert customers. Your copy should reflect the ethics of your company, and the amount of value you give to your customers.

Copy is the mirror image of your company. A suitable and meaningful ad copy makes your advertising campaigns a successful one. Choose your words carefully.