January 2014

Marketing Insights: Does anyone read ad copy?

Blog Copy

One of the easiest ways to answer this question is to ask yourself if you’ve ever read the copy in an ad. Chances are you have. Maybe not a lot, maybe even very rarely, but you have.

So the short answer is yes, people read advertising copy. As a businessperson the real question you should be asking yourself is, “How do I get more people to read my copy?”

If you want to people to read your message, make it interesting and relevant. Compelling headlines and/or engaging imagery can pique a person’s curiosity. The next step is to provide them the opportunity to satisfy that curiosity with copy. Copy creates context and allows readers to delve deeper, thus satisfying the natural desire to know more and to understand.

The most effective ad copy tells a story. Humans are hardwired to be attracted to stories and it is the best way to evoke an emotional response, promote recall and spur action.

When people read copy, they have invested more of themselves into your offering, putting them one step closer to a purchasing decision in your favor.

Not everyone is going to read your advertisement’s copy, but the more who do read it, the more effective your ads will be. Which is why ad copy should be more than an after thought — it should be well thought through.



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