Ad copy | The poetry of content writing
Ad copy - although short & sweet - is a powerful commentary on the skill of a content writer to profoundly impact an audience with as few words as possible.
Langston Hughes - African-American wordsmith and social activist - is my favourite poet. Using only a few words, his short, free-verse poems illustrate the unique power of poetry; the ability to move and inspire the reader in a profound way,
You may well wonder at the relationship between a deceased poet and the modern digital world of content writing. The connection is simple: in my introduction to the world of digital technology as a content writer – (read my blog post: Alice in #DigitalWonderland) – I have realised that the discipline of writing branded Ad copy is, in essence, the ‘poetry’ of content writing.
The challenge
Creating copy for Meta ads, Google ads, and organic social media posts requires a little 'poetic' genius. You need to be able to express and promote a brand, product, or service in an inspiring, motivating, compelling, persuasive, and delightful manner - all while using as few words as possible.
(And unlike poetry - unless we are talking haikus - there is a strict character count limit that needs to be adhered to).
As an English teacher, personal blogger and creative writer, the transition to content writer at a performance digital marketing agency was an exciting shift, albeit a tad overwhelming. Familiarising myself with brand vision, SEO, keywords, target audience avatars - as well as conforming my writing voice to each client’s persona and brief - has been a growth spurt in my writing career and a valuable learning experience.
Writing Ad copy presents a unique challenge to any content writer. With blog posts or longer form articles, you have 500+ words to develop a story thread and take the reader on a journey. Writing Ad copy, however, is a completely different story. (Pun intended).
Put on your poetry hat and consider the following when writing your next ad copy:
As few words as possible
The power of ad copy lies in using only a select few words to have a profound impact on the reader and to motivate an action.
I love arranging words, sentences and paragraphs in a way that weaves a story – even around a brand. And so, my first reaction to being tasked with ad copy for a campaign was, “How hard could it be?”
I quickly discovered it was really hard.
Being expected to create (really) short, strong, stand-out content that was not only powerful and profound, but that also needed to connect with the reader and convert them into a customer in 3-4 sentences with keywords, CTAs and SEO still being part of the limited character count, was a tall order indeed! (This sentence would never have passed muster!) 😉
Here’s the Ad copy challenge: How do you do that without becoming mundane, mediocre or just go through the motions? The marketing mantra that you only have one chance and a few seconds to make it with your ad copy is a daunting challenge. A ‘no click’ means a ‘no-show.’ (That is on you and your choice of words).
That was when I realised the poetic analogy.
Ad copy is to content writing what poetry is to prose.
Just as a poet - as a wordsmith - uses their craft to skilfully manipulate and edit words into poetry, so the content writer has to skilfully adapt to use as few words as possible to create powerful Ad copy that will not only make a reader pause or smile, but will also motivate an actionable and measurable reaction or response. This is a skill that has to be practised and improved. The bottom line depends on it.
“Cheap little rhymes, a cheap little tune are sometimes as dangerous as a sliver of the moon.” -Langston Hughes
Don’t judge a book by its cover – judge it by its blurb
Universally, marketers know that packaging is hugely significant. The eye is drawn to the packaging and an initial sales pitch is always visual.
Imagine stepping into a bookstore. You are immediately captivated by the curated displays of book covers and titles; some luring you to discover a new author. That's the magic of a visually appealing cover and an intriguing title. You'll be tempted to pick up the book, but whether you end up buying it or not depends on whether the blurb at the back or front sleeve really speaks to you.
Cue the succinct power of ad copy – the ‘blurb’ of content writing.
The visual imagery and headline of your ad copy on any social media platform is the first temptress – getting the scrolling reader to stop. Then you have a couple of descriptive sentences (ad copy ‘blurb’) to connect with that reader and keep them. Your choice of words has to be so original and uniquely engaging (as if you know them) that they have to click - then and there - to visit your landing page or website. That is the magic and wizardry of a few words, skilfully crafted.
Your inner poet has to rock up.
The ‘poetic’ artistry to authentically compose a fantastic and original piece of Ad copy content will not only stop a reader in their tracks, it will connect with them and move them. Your job is done, for now.
That is the potential power and ‘poetry’ of a few skilfully chosen words (aka Ad copy).
I don’t care which poet inspires you - William Wordsworth, Lord Byron, Emily Dickinson, Luci Shaw, Elizabeth Barrett Browning, Shel Silverstein or Ken Nesbitt . Find one, read their poems and then go forth and conquer the world of Ad copy!
