One of the most important lessons I learned when it came to writing was taught to me by my Standard 4 (Grade 6 for those of you born after 1985) English teacher, Mrs Donnelly.
“Every story has an introduction, a body and a conclusion,” she said.
For copywriters, advertising is telling a story. You need to introduce the brand to the audience, show them why they should care and then leave them with a final thought that underscores what they’ve heard. It doesn’t have to be that explicit but if you’re leaving out any of those 3 bits, you’re doing your copy – and the brand being advertised – a disservice.
A simple lesson but an oft-forgotten one that, if kept in mind, will definitely add punch to your copy…