Say what you mean, mean what you say.

In all advertising and media, with the exception of Radio, it is the visuals and graphics that seduce the audience primarily. The attention grabber that leads into the headline and body copy or voice over. It is the copy however that communicates the completeness of the message, with the whole process flowing in line; visual-headline-copy-call to action-tagline.

There are a few exceptions, fashion and luxury ads where the model, product and brand convey a minimalist message. This is an image strategy rather than tactical that works harder at the
"sell".

As a writer every sentence you compose, particularly ad copy which needs to work hard in limited space, should ask yourself; what am I trying to say? Which words will express it? What image or idiom will make it clear? Is the image fresh enough to have impact?

Effective copywriting must use as a matter
of course the right words, the right tone, while working toward a measurable commercial end- a sale. While you are working toward these ends there are four traps to avoid in the quest for copy that transcends the kicking and
screaming of the media.

1. Talking to yourself.

This mistake finds its way into countless corporate ads, with a message that boils
down to: we are so wonderful-established-massive; you should be doing business with us. Right. Despite the fact that advertising is mass communication, you err grievously if you direct your communication to a mass. Your ads must connect with each prospect individually, with benefits that really matter.

2. Changing your message for no good reason.

Advertising is getting your prospects mind right. If you send inconsistent messages, it will take longer to get the results you want. Everyone wants "fresh". But, consistency pays. If it's working, then stick with it.

3. Diluting your message.

Load your ad with everything you can think of and it will become a food mixer of ingredients, the blend of elements which are only as strong as the weakest one. There is a time for in depth discussion of all your products or service benefits and hashing out what is important. That is in the very beginning before you determine the direction of your media placement and ads. Each should have a singular focus.

4. Creating ads and media placement, just to get attention.

Never forget there is a clear distinction between getting attention and getting business. Of course your ads and media placement must command attention they must do so in such a way that opens the door to making the sale.

Copy writing is a highly specialised art. Mess with it at your peril but make sure that you say what you mean and mean what you say in any language to communicate with your target audience.

Ask yourself; do you want fine writing? Do you want masterpieces? Or do you want a sales curve that moves up?