Ad men live in a world of puns, quips, rhymes, jingles, and anecdotes— with a touch of poetry—a world of words and phrases, which grab the mind and stick. If you publish a magazine, it is copywriting writ large. It’s all stories. Stories that will not only entice your subscribers to renew their subscriptions but also will attract new advertisers—the lifeblood of radio, magazines, newspapers, and television. Copywriting writ small must accomplish the same end for your product or service. Whether it is William Shakespeare’s Hamlet or Ernest Hemmingway’s For Whom the Bell Tolls, both authors rode the power of the written word to success, albeit a different style, a different time, a different audience. Remember, the only reason a business exists is to make a profit. If you decide to write your own copy, I suggest that you take a walk, visit a business, and write in your mind copy for that business.
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