Copy to go
When you draft a text from scratch, make sure that it is “easily digestible” and contains expressive “takeaways”. This starts with an attention-grabbing headline. Let’s take the following two headlines as examples – one comes from a healthcare provider and the other from a beverage manufacturer:
Patients are our top priority when it comes to health
New product: We now have a new kind of cherry beer in our international product range
The two sentences are OK in principle. They are grammatically correct and the sentence structure is flawless, and they get the intended message across. What is missing, however, is the decisive pizazz and vigour. However, this can be achieved simply by rephrasing them in a way which still preserves the message. So let’s turn the sentences on their head:
The health of our patients is always our top priority
The cherry on top: discover the newest flavour in our international beer selection
The new options are more catchy, more personal and give more impetus. They immediately attract readers’ attention much more effectively. Do you notice the difference? Thanks to the changes, did the headlines immediately engage you and make you curious? Then it’s clear to you now that every piece of advertising simply has to be very well formulated – it has to be relevant, precise, easy to read, informative and convincing!
Consistently delivering up-to-date advertising texts
What makes good copy or great content? Creativity is the be-all and end-all of every piece of copy you draft. Marketing knowledge, a sound understanding of language, conceptual thinking, and the ability to put yourself in the target group’s shoes are also necessary.
External factors also play a role. For instance, the quality of an advertising text stands or falls on the customer’s briefing. The key factors involved include knowledge of the content, the objectives and the intended use, as well as information about the target group, the text genre (narrative, descriptive, procedural, etc.) and the language style. In the age of the Internet, search engine optimisation is also an essential point. For example, there are clearly defined keywords for international advertising texts for each country.
Finally, it is important to keep up to date with market trends and developments. Only in this way can you deliver content that will captivate your readers and arouse their interest even more. Do you need a strong advertising text for your international target group? Then contact us – we will be happy to help you!
Find out more about our transcreation, copywriting and language services here.
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