Unleashing the Magic of Advertising Copy: A Delightful Journey of Techniques and Approaches

By Craig Harding*

In the whimsical world of advertising, where creativity reigns supreme, crafting compelling copy is an art that can make or break a campaign. It requires a blend of persuasive prowess, linguistic acrobatics, and a dash of humour to captivate audiences and leave them begging for more.

So, grab your quill, polish your witticisms, and let’s explore the delightful range of techniques and approaches that can turn mundane text into advertising gold!

The Catchy Wordplay Wizardry: Ah, the power of puns, wordplay, and clever alliterations! These techniques can infuse your copy with a vibrant personality that tickles the funny bone and stays etched in the minds of your audience. Picture this: “Like your coffee strong? You can stand your spoon up in our Adonis Blend!” It’s like a secret handshake between your brand and the customer.

The Storytelling Sorcerer: Humans have been captivated by stories since the dawn of time, and advertising is no exception. Craft an engaging narrative that whisks your audience away on a journey. Take a cue from the adventures of a plucky penguin selling insurance or a fearless squirrel demonstrating the durability of phone cases. Let your imagination run wild, and watch as your customers become enthralled with your brand’s tale.

The Emotion Elixir: Emotions are the spice of life, and they make advertising copy pop! Stir up laughter, nostalgia, or even a hint of sentimentality. A car commercial might declare, “Feel the wind in your hair and a flutter in your heart as you hit the open road in style.” By striking an emotional chord, you connect with your audience on a deeper level.

The FOMO Maestro: Fear of Missing Out (FOMO) is a potent force that drives many purchasing decisions. Take advantage of it by creating a sense of urgency in your copy. “Limited stock! Don’t let the opportunity to own the trendiest sneakers slip through your fingers like a greased eel!” By tapping into the fear of missing out, customers can more easily overcome any potential barriers to get their hands on your product.

The Quirky Jester: In a sea of serious advertisements, a touch of quirkiness can make you stand out like a peacock in a pigeon flock. Surprise your audience with unexpected humour or offbeat scenarios. Picture this: “Our laundry detergent can make your clothes so clean, even a mud-wrestling hippopotamus will ask for fashion advice!” Embracing the absurd can leave your audience chuckling and, more importantly, remembering your brand.

The Bold Buzzwords: The power approach. If subtlety is not your style, then brace yourself for the bold buzzwords approach. This technique harnesses the power of strong, confident language to grab attention and make a statement. Imagine a headline that screams, “Revolutionary! The One-Step Solution to All Your Problems!” or a car commercial boasting, “Unleash Your Inner Speed Demon.” By using strong words, advertisers position their products as game-changers, urging consumers to take action and embrace the extraordinary.

The art of advertising copy is a delicate dance between captivating your audience and driving them to action. So, experiment with these techniques. Mix and match, sprinkle in a dose of creativity, and find your unique voice. And always remember, in the world of advertising, a touch of humour can transform your copy from ordinary to extraordinary. Happy copywriting adventures!

About the author

*Craig is Marketing Director at Cor Comms.  He has more than 30 years experience as a brand and marketing professional working in Australia and the UK.