In order for advertising copy to be successful, it must work well with the visual portion of the campaign. Copywriters need a working knowledge of the product, including its strengths and weaknesses, in order to most effectively write copy for a campaign. This also includes using knowledge of consumer behavior and market segmentation to properly target the advertising copy to a specific audience.
Another way I use to write copy is write down headlines from my swipe file on little 3 x 5 cue cards and shuffle them. Then I ask myself 10 questions about who my target market is, like what keeps them up at night? What are their biggest frustrations, what are their biggest fears, what do they secretly desire the most… etc. what makes them tick. And also shuffle that with the headlines.
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