…is the process of writing the word content of an advertising copy. The editor is a poet and writer who applies integrated principles in fields such as psychology, consumer behavior, persuasion, neuro-linguistic programming and communication, etc. The art of copywriting is basically eclectic in nature and writing effective copy depends on the copywriter’s understanding of the product/service or brand in question and a proper understanding of the demographics, psychographics, buying behavior and consumer behavior of the target audience.

Most of the companies need to inform their target market and audiences about their products, promotions, events, etc. Creating effective ad copy (whether in-house or outsourced to trusted ad agencies) involves certain key points that need to be kept in mind.

· Be personal: Writing ad copy that addresses the audience as “you” rather than “us” or “them” tends to draw their attention more to the content of the copy and engage them in the ad.

· Be conversational: the ad is a communication tool and is only effective when it engages the target audience and conveys the relevant message to them in a simple way. Therefore, using technical jargon in the newsroom shows some expertise, but reduces the advertiser’s ability to communicate with their audience.

· Be specific: Each ad should have a unique focus and be specific enough to convey a single message. The idea of ​​the message can be broad but the hook of the campaign must be based on a single idea. For example, lower price, better quality, timely delivery, etc.

Be original: Today’s world is in a state of conscious and/or unconscious resistance to advertisements. This is due to the overwhelming production of promotional and branded items. Therefore, winning and keeping the attention of today’s audiences depends on ad creativity, originality, and the appeal of audiences’ wants and needs.

· Use an imaginative description: Using an imaginative description engages the mind of the target audience and draws them further into the ad, going beyond the mere literal meaning of the ad.

Today, the odds and stakes are higher for the copywriter, as today’s consumer’s inherent conscious and unconscious resistance to ads means the copywriter has to do more to get their attention and persuade them. To write effective copy, copywriters need to provide answers to basic audience questions like “what’s in it for me?”, tell a story, or appeal to people’s emotions.