Effective Ad Copy

Magnetic Copy Secrets

Written by Jay Shapiro for Gaebler Ventures

Magnetic copy must always be written in the active voice. It must compel the reader to act. How can you achieve that?

Magnetic Copy is an important aspect to your advertising. Here's some secrets on how to make it effective.

1. Don't be evasive or overly cautious -

Don't say, "These days pretty well most of the children you meet will have at least one piece of technology in their bedrooms." That's too vague and it lacks conviction and makes you sound like you aren't sure. By saying 'pretty well all' you are basically cutting the impact out. 'At least one,' this is sort of ok but it would be more impactful if you said this, "in kids' rooms these days you'll find every piece of technology imaginable."

2. Repetition -

Repetition sticks in the mind like a rhyme or a song that's given you earworm. People like rhythm. Therefore they like repetition. Use it, use it, use it. But never be tempted to abuse it.

3. Do not use passive voice -

All magnetic writing must be in active form. Don't say this:

• The kitten was cuddled by the girl

Say this:

• The girl cuddled the kitten

Passive voice needs more words and has less punch. When you add water to soup it ends up with more volume but less flavour.

4. Be brief -

Even if you are a brilliant writer don't assume people can be bothered to read lengthy texts. Here's what most people do, they read the first few sentences to establish the information is what they want. They scan through, looking for relevant words and information.

5. Keep sentences short -

Use short sentences. They're easier to absorb. Deliver information in small portions. You may need to use longer sentences and – provided you separate the various points – it's fine to do so.

6. Use provocation, but don't offer a solution -

Oh that sounds nasty! But what you are aiming to do is inspire a reaction. It works like this; if you cover every question in your text you leave your prospect nothing to contact you about. If there are unanswered questions, they'll have to make a move toward you to get them answered.

7. Fling adjectives in the garbage -

Which message is clearest?

• I really am very interested in speedily setting up a meeting in person.
• I'm interested in setting up a meeting.

8. Get to the point -

Save the flowers for Valentine's Day. Don't use elaborate greetings and longwinded introductions. Don't use an apologetic approach either. As in: "I hope you don't mind me contacting you… "

9. Use 'real' stories -

My friend JC had been bashing his head against the wall. He sells machines that are designed to turn water into wine. The machines are great but his sales copy leaves a lot to be desired. It's peppered with bullet points and patchy bits of information. I said to JC one day, "Why not write a short story about how that woman saved hundreds of dollars using your water to wine converter at her daughter's wedding?" JC did this and thereafter his sales rocketed. A miracle? No, just magnetic copy. If anything the machine's a miracle!

10. Use a natural voice -

Dude, if you're too informal you'll come across as unprofessional. It's true, man. But if you're too rigid you'll alienate your readers. Write in a natural sounding voice, that doesn't mean slang and laziness are acceptable but keep a balance. Imagine you are talking to the person face to face.

Jay Shapiro is a freelance writer based in the UK. Jay has a particular interest in the emotive aspects of the entrepreneur's character. "Alongside the nuts and bolts of business, the character of the person is often the ingredient responsible for success."

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