Three Clues to Better Ad Copy
Ad copy directed towards women is often based on fear, helplessness, or envy. Anytime a television is flicked on viewers are bombarded with a wide variety of scenarios, such as:
- fear over lack of correct life insurance policy leaving loved ones in dire straights
- helplessness over whether the linens are dull, dishes are streaked, or carpet stained
- envy over another woman’s white teeth, botoxed face, slim waistline, or youthfulness
To be sure, these emotions are all strong motivators. However, when we take a clue from Mother Nature, copy can be filled with confidence, courage, and contentment. Such a shift from negative to positive can provide a better reason to purchase goods or services.
Observing the Uses of Light
Below are three clues to take from nature that use light while crafting ad copy – as well as other forms of business and creative writing.
First, consider the hours leading to and following daybreak. Dawn breaking, after a dark, moonless night, is an image that easily reflects a sense of confidence. Words associated with dawn include rise, illuminate, awaken, enliven, enrich, and fortify.
Next, consider the appearance of the sun breaking through thick clouds. Courage is found in such visual words as shining, streaming, casting, beaming, and pulsing. Brooding clouds that crack open and spill hope build excitement with the dramatic shift. Light overcoming darkness is a literary theme that spills over into fashion trends, interior design, and recreational events.
Finally, the sight of a rainbow after a raging storm conjures images of contentment. The colors themselves and their hues of red, orange, yellow, green, blue, indigo, and violet give way to even more words that border on spirituality. These include hope, faith, and love. Also, they inspire words of altruism: charity, togetherness, sharing, and gifting. Everyone, after all, can access these words as a pot of gold at the end of a figurative rainbow.
Replace worn out wording based on negative usage with positive wording. Then, ad copy can begin to do the work beyond the words. It can sell shimmering possibilities of services and products to change the world one customer at a time.