Advertisements are not only informative, but also entertaining, involving and highly captivating. But an average advertisement falls flat, if it doesn’t have elements to keep readers hooked on to it. A print advertisement is most challenging, since it’s not interactive in nature and advertisements in dailies don’t even offer multiple viewing. Thus it’s very important to grab attention of the reader, interest him or her and stimulate desire to take action. A body copy is the most challenging part of a print advertisement, because it’s the detailed text, descriptive in nature – which generally people tend to overlook. But a good effective piece of body text may turn heads and persuade to read further. Body text is ideally the descriptive part of a print advertisement which talks about the product’s benefits, features, and whatever the advertiser wishes to communicate to its prospects.
A body text typically has three parts – Lead, Elaboration and Call to Action.
Lead is typically the starting of the body text. It has to be extremely captivating, inducing readers to continue reading. It can start with a question or a piece of information or a surprising fact or a quotation. Choice is yours. All you have to do is hold the reader’s attention and induce to read on. It typically involves the first sentence of the body text.
Once you grab attention of the reader, now elaborate by describing the product benefits and offers. It may include anything – product’s functionality description, products benefits, promotional offers, testimonials; depending upon the advertiser’s requirement. This part is ideally little long but compact, not more than two to three sentences. Remember, you should describe, but not bore your reader. Keep it descriptive yet crisp, detailed yet interesting.
Call to Action
Signing off part of the body text is equally important. Always remember, a bad ending can jeopardize a good beginning. So be careful while you finish off your body text. There has to be an element which will make the reader take action either in terms of further enquiry or purchase decision. Such elements are called ‘Call to action’. Include phrases like ‘Rush Now’, ‘Come today’, ‘Buy now’ etc. Call to action is the last reminder.
Let the body text of your advertisement draw eyeballs.