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Ad copywriting comes in a variety of styles and personalities.
by Andy Attiliis
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.
Andy Attiliis has served as art director for three advertising agencies. Since becoming an independent professional in 1981, he has been hired by nearly every type of business organization. With focused concentration on improving the continuity of a message’s concept and quality, he has often performed multiple creative functions on a single project. His additional experience as a creative director, designer, illustrator and writer have made him an extremely efficient single source art director/creative provider. The kinds of communications for which he has provided art direction range from ads to newsletters, brandings to Web sites.
Copyright 2001 Andy Attiliis. All rights reserved.