5. Maximum Impact, Minimum Copy

Your next job is to write out the message you are trying to get across, longhand. Unless you are working on a project that specifically demands a lot of copy, such as an advertorial (an advert written in the style of a press feature or news item), then you will need to cut the message down. Then cut it down again. It is fair to say that advertising copywriters are often recognised and rewarded on an inverse scale to most other copywriters: the less you write, the more you are worth. This is because you have only a split second to hit your audience with a message, so it has to be short, and it has to be good. If you are a really good copywriter, you might be able to do away with words altogether and come up with ads that get a clear idea across without even having to be read. (Apple’s 1984 commercial had no scripted narrative; its idea was clear from images alone.)

Alternatively, try to distil your idea down to a single word. For maximum impact, the word might have double meaning in association with a particular image. Or it might be a derivation of another word. Study ads and work out which ones create the most impact, and why. Think of copy lines that have stood the test of time. Then try to follow similar rules in your own copywriting.

What works

For your main copy, refer back to Chapter 8. Write in plain, simple, straightforward English. Use short words and sentences. Avoid puns, clichés, technical terms, abbreviations.