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If you are in the market for some quality advertising copywriting, then you should know some of the traits that not only make up great writing for advertising, but also how to find these in a writer you may employ. Many times you'll come across someone who fancies themselves able to write this kind of material, but when the copy hits your desk you know otherwise. Here's some things I look for in my advertising copywriting.
Firstly, there needs to be a real sense of salesmanship. Many great copywriters at one time or another have been involved in sales, or at least have a firm grip on what it takes to get the prospect from A to B. There's an old saying that “advertising is salemanship in print,” and that is still true today.
There needs to be an emotional aspect to the copy that grabs the prospect and doesn't let go. Buying is often an emotional decision, and this can't be absent from your copy.
Your writing needs to be personable and imaginative, and all about telling your prospects how wonderful this will be for them. It needs to highlight benefits over features. It needs to be only as long as it needs to be, and not one word more!
The writer handling your advertising copywriting needs to be able to listen to you for direction. They may know a bit about advertising or writing, but no one knows your business like you do!
In addition to all this, it needs to deliver results. If you are hiring someone who has worked in this field before, ask to see previous ad campaigns and the results they produced. This should be their calling card anyway. Do these things and your advertising copywriting will stand a far better chance at success!
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