Ad copy that sells should be written for an advertisement in any form of outlet that drives growth, interest, or reputation of a company or organization. At the end of the day, ad copy exists to drive sales (Brkić n.d.). However, a variety of different methods can be used to appeal to a customer. Every form of distribution has different nuances and rules that generally should be followed to get the best results. A headline should be crafted carefully as often times a consumer is likely to only read the headline. An effective headline should properly grab the attention of the audience, encouraging continuation into the body copy, while also conveying the main idea properly (Vasiloaia 2020). One effective strategy to be used in the body copy is to tell a compelling story that relates to the product or service. A call to action is important to tell the viewer what they should do next. Most Volkswagen ads don’t have a specific call to action, but rather use a large image, an intriguing headline, and body copy that all relate to each other. The large image is often the focal point and adds a witty comment on the image. The body copy then expands on the idea using conversational language. The genius behind most VW ads lies in the compelling mystery of how vulnerable it seems to be. For example, showing a VW behind a tow truck has a negative connotation, but with the headline “a rare photo” and body copy that details the history of refinements that make this an unlikely scenario.
References
Brkić, I. Call-to-actions within Search Engine Advertising: An empirical study on the impact on text ad effectiveness. Erasmus University Rotterdam.
Vasiloaia, M. (2020). A linguistic analysis of headlines in advertising. Economy Transdisciplinarity Cognition, 23(1), 126-129.
