Creativity in copywriting is still intact in advertisements.

With eCommerce on the rise, the diversity in advertising media is increasing.

The days of adverts simply being a name and number in the newspaper are long gone. These days advertisements are seen in new formats, at new places, and on new devices.

Everywhere people gather, is an arena for advertising.

It may be a sports stadium, a travel hub or a social media portal. There are examples of creative writing in advertisements all over the place.

Wherever people might have time to read, advertisers will attempt to entice.

Few public places are left that do not bear the mark of advertising giants’ creativity.

Weirdest places creative adverts have been spotted

The creativity of advertisers is evident not just in their words. It is also seen in the places they put their ads.

Everyone is aware of ads on TV and in phone apps.

Over exposure may even cause the majority to switch off to these common enticements.

So advertisements are appearing in some unusual places these days.

In the tangled phone lines on the streets over Bangkok. A huge comb was seen. Printed with an apt slogan for “switching” to a new hair conditioner.

In New York manhole covers were made to look like steaming coffee cups. With a “wake up” message, from well-known coffee brand Folgers.

Giant clam shells on a beach in India contained adverts for a seafood restaurant. Beachcombers looking for pearls instead found directions to Spar’s Seafood Cafe.

A billboard was placed, half submerged in the sea, to promote a disaster film in 2004.

Writers’ creativity is enhanced by the modern world

Some people say that creative talent in the young generation is stunted. That their minds are being nurtured by constant sales pitches. That their thoughts are becoming set on consuming not creating.

However, this is not the case at all.

People have always been inspired by what they see in the world around them. From scientists to artists, breakthroughs and masterpieces have been created. Inspired by nature and other more human creations.

Changing times may be seeing changing stimuli, but creative stimulus has not grown stagnant.

The most creative writing for advertisements

Creative copywriting in advertisements was born from a need to express and share something.

A product that inspires people is easier to write about than any other.

A list of product specifications is not enough to entice people to buy. The content of an advertisement needs to stimulate people, to motivate them to buy.

Some of the most creative copywriting can be seen in advertising slogans. Short, witty, catch phrases are every company’s dream.

Some advertisements are unforgettable, and that’s what advertisers want.

If prompted most people will remember the following most creative slogans.

“A diamond is forever” is still making diamonds more appealing to this day. It was a slogan for De Beers Diamonds in 1938.

“Don’t leave home without it,” was a lasting reminder from American Express in 1975. Credit cards became a must have accessory.

“Just Do It” a slogan from Nike sports shoes in 1988, became a catch phrase for thrill seekers everywhere.

“I’m lovin’ it” in 2003 made McDonalds more than just a fast food empire.

Creative content is changing, but the creativity involved remains intact.

1. Exploit your product’s benefits.

Your product’s USP is what your customer looks for. What’s in it for them?

You need to able to successfully explain the value of your product in an article and why your customer should buy your product rather than other companies selling similar products.

Understanding your audience in relation to your product will determine how well you sell your product.

2. Find your competition’s weaknesses’.

There may be a hundred other companies on the market that sell almost the exact same product that you have.

Research your competition and find their weakness and put them into words.
You need to prove to your customers what it is that makes your product more desirable and not your competitions through justified comparisons.

3. Know your audience.

Before investing in ad space, make sure that you know your audience.
Your product is specific and most likely, so are your customers.

In order to reach out to the right audience, you need to know the types of people that are interested in your product through research.

Set up a basic profile of your targeted customer. This can be done by creating a demographic profile of your audience/customers, with the help of certain characteristics such as; gender, age, ethnicity, occupation, family status, and income.

4. What’s In It For Me?

As with everything else, you need to know what is in it for you. That will also motivate you sell better through your copy.

5. Address Your Audience Correctly.

The basic but most important tip is to remember who it is that you’re talking to and how your audience should be addressed.

You need to write in the second person throughout, using pronouns such as you, your, yours.

6. Understand your medium.

Apart from properly addressing your audience, you need to keep in mind the medium that you are going to post your copy to.

Each medium is unique and needs a particular written tone.

7. Don’t Over Explain.

As contradictory as it may sound, giving your audience unnecessary information will bore them, the last thing you want is to lose their attention.

Detail is key but providing too much detail loses the true essence of your copy, which is to interest your audience without giving away too much.

8. Include a call to action.

The purpose of your copy is to give your customers an invitation to contact you or your product, therefore, including a call to action is possibly the most important part of your ad.

9. Weigh The Odds.

False claims can expose you to unwanted lawsuits and where large companies may be able to cover their tracks; small independent businesses do not have the means to do so.

Therefore, it is important to be able to back up the claims you advertise.

10. Proofread.

The easiest way to lose customers is through poorly written copy.

Make sure that your copy has been proofread and is free from grammatical errors, and that it reads well.

A careless ad shows careless service; your audience will lose interest.