advertising writing
 

d copywriting comes in a variety of styles and personalities. Most people's opinion about which kind they like best is pretty vague. It could vary with a change in mood. After all, this isn't an author's work that they went out of their way to absorb, save, reread and/or pass on to others. So how to pick some criterior upon which good ad copy writing can be identified is the question. As in the design of an ad, a streamlined approach makes sense because it gets the message across quickly and clearly, before the reader moves on for lack of understanding. This is especially important in a competitive environment.
At the same time, ad writing should be more compelling than the straight factual writing you find in a newspaper. Because it wants to move a person to actually do something. By connecting with the target audience at an emotional level it is possible to achieve the credibility that will generate a desired response. Therefore, the art of successful ad writing must lie in how much directness can be given up or delayed to make room for a concept that is intriguing. A pinch more if the message appears in a business to business publication. Much more if everyone already knows the product and its brand. A smidge less if in a general consumer type message about an unknown. And so on. All the while making absolutely sure that the attraction of the concept rings well intentioned, friendly and true.