“When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.” David Ogilvy You heard it all before. Persuasion and honesty trample all other characteristics of copywriting. In fact even Ogilvy, ‘The Father of Advertising,’ believed that the effectiveness of high-quality copy lies not in its creativity but in its ability to persuade. Creative copy entertains but this should not be done at the expense of your primary goal. Don’t get me wrong. Creativity is of course a necessity to capture your audience’s deteriorating attention span, but the realisation of your goal is only tested by the way you make them linger to your words that leads to a favourable end result –to buy your product. This delineates the critical role of balance. You have to be creative and persuasive at the same time when one does not overshadow the other; otherwise you jeopardise the purpose of your copy. Sound tough? Producing consistently right-on-the-beam copy is difficult and often time-consuming. Too often, copywriters resort to aggressive actions that only disappointingly generate weak results. This is because your concentration has shifted to … Continue reading Copywriting Tips: 5 Powerful Ways to Influence Your Customers’ Buying Behaviour