Copy is a term for the words and illustrations used in an advertisement; copy thrust is what the words and illustrations should communicate to the target audience. A central part of any ADVERTISING campaign, copy is usually developed by advertising specialists for their clients. Whether a part of billboard, brochure, television, radio, DIRECT MAIL, or other paid element of MARKETING COMMUNICATIONS, copy is generally designed to attract attention, hold interest, arouse desire, and result in action. This is known as the ATTENTION, INTEREST, DESIRE, ACTION CONCEPT (AIDA), and effective marketing attempts to accomplish one or more of these goals. Author and copywriter Robert W. Bly states that his goal is to persuade buyers. He has collected numerous techniques he uses in writing copy, including the following:
• The “so what” test. If, after writing the copy for an advertisement, Bly thinks his target audience will respond, “So what,” then he rewrites the copy until consumers will likely respond, “That is exactly what I am looking for.”
• Using key copy drivers. The message should create one or more of the feelings that motivate people into action, including fear, greed, guilt, exclusivity, anger, salvation, or flattery.
• The drop-in-the-bucket technique. The copy should show that the price being asked is a “drop in the bucket” compared to the value it will provide.
• Knowing the audience. Use focus groups to probe into the feelings and motivations of target audiences.
• Writing conversationally. Use simple, easy-to-understand language that is appropriate for the target audience.
• Leading with the strongest point. Bly finds most writers end with their strongest point and suggests moving it to the beginning.
• The tremendous whack theory. If there is a strong point to make in the message, it is better not to be clever or subtle but to say it strongly, again and again.