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What is an Advertising Copywriter?
We work with the creative team to produce ideas and the words that go into advertising. It must be compelling, state of the art and good enough to motivate your customers to go out and buy whatever it is you are selling.
According to Prospects.ac.uk - the UK's biggest graduate careers website with more than 2.3 million monthly browsers, an Advertising Copywriter responsibility includes:
1. You simply can’t write compelling copy without years of study and experience.
Sure, you can write stuff, may even have a college education where you wrote theme papers. But writing the words (copy) to support an expensive advertising campaign to make your business succeed is a fine art. Even English majors aren’t automatically qualified to do it. Yes, many copywriters have degrees in English, but that is only a foundation. A copywriter has to understand what works and what doesn’t. Because if you can’t communicate successfully with your prospective customers, it doesn’t matter how good your product or service is, you will fail. You may know your product or service inside and out but do you know what matters to your customers.
At LoudEgg, we do more than crank out generic copy so we can move on to the next project, we study your company and seek out the unique selling propositions that will make you stand out from the ever-growing crowd of competition you face. And that takes work, time and skill.
2. Advertising is selling.
Our Senior Copywriter, Mike Swedenberg, has 45 years’ experience in advertising, sales and marketing working for Fortune 50 companies both domestic and international.
Combined with Joe Maracic’s 15 years’ experience in Advertising design, LoudEgg you can receive the creative solutions that rival the big agency shops on Madison Avenue at a fraction of the cost.
3. What is the difference between a Feature and a Benefit and can you use one without the other in your advertising?
If you don’t know the difference between the two or how to employ them effectively, you can waste a lot of money on your advertising with little to show for it.
A feature is something your product does. A benefit is what that feature does for you. Here is an example:
A new smartphone has an NFC feature. Well, so what? How does that benefit you? The answer is NFC or Near Field Communications lets your smartphone transmit data to other devices in your vicinity. It allows you to share files, photos and music with others nearby. You can even use it to pay at many stores and restaurants. And that is the benefit to you. Many smartphones have this feature but some don’t. That’s a big benefit a WOW factor, but the feature has to be explained or readers will gloss over it not seeing what it does for them.
We never assume the customers know the benefit of all of the features that your product or service offers.
4. How do you compel your customers to buy?
Have to ever watched an infomercial about a new gadget that solved a nagging problem you had?
I had a leaky skylight at home and the cost of having a roofer fix it was expensive. I was watching TV and saw this new product advertised that could solve my problem for about seven dollars. It was a spray can that applies a rubber coating to stop leaks. The spokesman cut a large hole in a row boat, fitted the opening with a screen mesh then applied the spray. He was able to float the boat because his product made it waterproof. I sprang from my easy-chair, raced to the hardware store and bought a can. I applied to my skylight, let it dry and the next day, I aimed my garden hose at it full blast. It worked as advertised. That was five years ago and the window has yet to leak.
Can you create that kind of ad for your product or service?
5. Can you boil it all down?
Are you able to condense a five-page product information sheet to an effective headline and 40 words of copy with the right photo to compel your customers to take action and buy what you offer?
We can. It’s what we do best.
405 Plandome Road
Manhasset, NY 11030