Have you ever noticed that no matter which “advertising guru” you listen to, something always seems to be missing? That’s because something IS missing! Advertising is a mix… not a one-item shopping list. There is a combination of elements at play that make advertising work. Leave one of those elements out and you are likely to see poor results.

A typical example of this is the battle between copywriting and placement. You can have the best copy ever written, but if it isn’t seen by those who have a need/desire for your product or service what good will it do you? The same goes for the opposite scenario. You can have the best position in magazines, ezines or banner placement, but if the copy is not enticing, few sales will result. There is a critical balancing act that must take place between copywriting and placement in order to obtain the outcome you’re looking for. Let’s look briefly at these two elements of the advertising process to find out how they come into play and what can be done to improve their effectiveness.

Copywriting Makes the Sale

The copy (text) of your ad is the salesman. It takes the lead and persuades the customer into considering a purchase. Good copy also creates a desire to buy and closes the sale. When writing copy that works, you need to focus on the customer – not your product. The customer is the one with the money. The customer is the one with the need. All your attention should be centered on them. This includes writing copy that appeals to emotions and solves problems.

Good copy also answers the questions, “So what” and “What’s in it for me”. The customer is more concerned with the benefits of your product or service than the features. Chrome-plated headlamps and trim on a 57 Chevy are a nice feature but they don’t mean as much until you talk about how “hot” your car will look. Not to mention the fact that the guys will sit up and take notice when you’re driving down the street. Who cares if they’re rustproof? Those who are interested in that type of car feel that emotional attachment.