ESSENTIALS OF A GOOD COPY

The preparation of an advertisement for publicity involves the following steps: (i) The writing of an appropriate copy. (ii) The selection of an appropriate illustration, if any (iii) The construction of the lay out of the advertisement. The essentials of a good copy are the following; 1. The copy should not contain a vague generalizations or simple opinions.

2. Ideas expressed in the copy must be linked with the ideas commonly found with the traders. The continuity of the copy theme with problems and opinions of the traders render a lively effect to the copy. The copy should have reference to topics of current interest. Copy writer must understand the educations, living conditions and general social development of the prospects to whom he is appealing.

3. The copy should have a tone which is befitting the atmosphere of the product. For instance in copies for sports material, the language should be sporting, for literature an high class profession the language of the copy should be dignified, for beauty and aesthetic taste, the language should be poetic or romantic etc.

4. The copy should be be concise yet convincing. Elaborate phrases and clumsy constructions reduce the value of the copy from the view point of effect while increasing the cost of buying the space. Therefore, the words used should be minimum and ambiguity should be avoided. Besides a lengthy text tends to bore the readers.

5. The copy should be easily understandable. Its implication must be instantly clear so that persons with ordinary caliber can go through it. It should also be remembered that they copy is read in a short time.

6. The copy must create a pleasant 'atmosphere' what is needed to bear in mind is that unpleasant background, however, true create unpleasant impression for the product. Sometimes, the copy presents a negative appeal, e.g. in the case of soaps, the statements, 'Free from animal fat', will give an indirect hint that animal fats can be used in making soaps. This is not desirable as it might give rise to a suspicious attitude towards all the products in that time. It is more advisable to emphasize good points than to magnify the effects of not using the products. In short, the copy should make a positive approach.

7. Finally the copy must suggest action by rousing the desire or curiosity to use the product. The copy should have a progressive effect so as to impell action on part of the readers. An advertising copy usually ends with the address of source where the article is available on sale. Without this feature the earlier merits of the copy will prove useless.