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Effective Creative Copy Writing

Your creative copy is the voice of your brand and product/service. The more engaging and relevant your creative copy, the more likely a potential customer is to request to hear more from your business.

The basis of all successful offers are written to the “master formula”, which is:

ATTENTION - INTEREST - DESIRE - ACTION

Attention

Grab the consumer’s attention, you only have a few seconds to do so. A strong opener will hook the consumer and generate intrigue.

Interest

After you have seized the consumer’s attention, you will need to generate interest in your product or service offering. A good rule of thumb often used is “What’s in it for me?” If the consumer can not quickly and clearly answer that then they are likely to pass.

Desire

Once you have hooked your potential customer, you will need to create desire for your product. Play into the reader’s emotions.

Action

Now it is time to seal the deal! Tell the consumer what you want them to do in order to obtain your product or service offering.

Always remember to:

  • Keep the consumer in mind.
  • Keep your copy short, clear and concise.
  • Make sure to proofread for spelling and grammar errors.
  • Make sure that a consumer can answer the following questions:
    • Who am I engaging with - who is the advertiser or brand?
    • What am being offered - what service, product, discount or offer?
    • If I opt-in, what will happen next - will I receive a call, email newsletter or be directed to a website?

Also, remember to follow Rokt's Advertiser Guidelines. Here are some tips to help your ad be approved in no time:

  • No unnecessary repetition.
  • No excessive punctuation, symbols or characters (#, $, :), !), especially exclamation marks!!!
  • No CAPITALISATION - including for emphasis words such as FREE or CHEAP.
  • Don’t use Title Case for nouns that are not a brand name, e.g., ‘Televisions, Laptops and Microwaves’.
  • No incorrect spacing, e.g., winaprize - no spacing, or w i n - spaces between letters within a word.
  • Don’t use non-specific phrasing, e.g., ‘Buy products here’ or ‘Win a prize’.
  • Don’t use non-standard spelling or grammar for the market being advertised in, e.g., ‘Realize your dream’ instead of ‘Realise’ for a UK - campaign.
  • Don’t use unsubstantiated claims or superlatives.
  • Now that you have one ad creative written, keep going! Try different ad creatives and let Rokt's system display the better performing ad to - the right customers.
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