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When writing copy for ads
태정 (泰亭)
2006. 8. 20. 15:32
Avoid making these ad copy mistakes: (Excerpts from Communication Briefings)
* Forgetting to include a reason for reading. Don't give audience members a reason to stop reading before they get started. Ask: "Am I offering an incentive for reading my message?"
If not, rewrite.
* Using headlines that don't excite readers. Readers will skip a message if the headline fais to address their needs.
* Trying to be clever. People may remember your cleverness but will probably forget your product.
(Source: Maxwell Sackheim's Billion Dollar Marketing, cited in Fred Goss' What's Working, 11300 Rockville Pike, Ste. 1100, Rockville, MD 20852.)