Copywriting for display ads presents a special challenge for the writer. Limited space and competition from surrounding articles and ads means that the ad must focus on a single benefit to be effective. While it may be tempting to include secondary features and benefits, the risk is that the reader will be distracted from the main point.
Design and graphics are especially important in display ads as they attract the reader’s attention, while headlines engage the reader’s interest. The copy then persuades the reader and provokes action. All three elements are required for a successful display ad.
Despite having limited space, a display ad must clearly state a benefit for the customer. Characteristics and features of the product or service are used to support the benefit, not to supplant it. Be selective in what you include as support – it is better to thoroughly discuss one benefit than to confuse the reader with related but irrelevant statements. If coffee beans are harvested from an eco-friendly farm and have a distinctive, pleasant taste, pick just one characteristic to feature in the display ad.
Visit http://www.expressprintingusa.com and http://www.colorcopiessanjose.com/ for more information
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment