Tips on Writing Good Ad Copy

• Write with the customers’ benefit in mind.
• Use the word ‘you’ to help promote services.
• Keep messages concise and well written.
• Write to solve a problem or to address a need.
• Steer clear of library jargon or academic language.
• Write for the ears of your target audience.
• Write to appeal to the emotions and with a call to action. Make it easy for people to visualize themselves using a service or resource and they will feel more comfortable taking action.
  
  Inviting your target audience to take action can be as simple as saying, “Ask Us!” or providing a visible graphic upon which to click to contact an online librarian (chat). Crating a message such as “Read while you drive!” reminds people in an unexpected fun way about your audiobooks collection, especially popular with commuters.
  

By Susan Akers, Copyright 2008