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Guidelines An Advertising Copywriter Should Follow

2010 November 2
by buddy

Copywriting can easily be seen as an art, and a very unique one at that. As in every profession there are some indispensable rules that every copywriter should stick to in order to impress the reader and produce appealing content. So, what are the general guidelines a copywriter should adhere to?

Text should be as correct and direct as possible. Your text should have a coherent and logical style. The concept should be expanded following an organized order. The points of your message should be clear, and it’s helpful to visualize delivering your message to an audience.

Make it easy to read. It is best to only introduce one important point in your message. It is not advisable to include several points in your message.

Despite the fact that this is an advertisement and some exaggerations are possible and some specialists even encourage them, your message must not contain outward lies. Aside from losing the attention of the reader, by lying you could damage the reputation of the company itself.

The message must be written in simple, easy to read and understandable style. Avoid coming through as patronizing, as most readers resent that. Do not be very technical in the writing of your message. Technical information should be worded using more general terms, to ensure than non-technical readers can follow as well.

Make sure the text is clean of grammatical errors and misspellings prior to posting online or submitting.

Do not use too many words. Try to be as succinct as possible.

Your message should be memorable.

Talk directly to the reader of your advertisement. Words such as “you” and “yours” are encouraged, as they make the reader feel involved.

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