Jargon Buster – Advertising Copy.


Jargon Buster – Advertising Copy.

Jargon Buster – Advertising Copy.


From YMG – The Award-Winning Digital Marketing Agency in Chelmsford, Essex.


Guess who’s back. Back again. Louis is back. To talk about copy.

Sadly, I’m not cool enough to rap. And even if I was, I don’t think I’d rap about advertising copy. Which is why I’ve decided to talk to you about copy in the best way I know possible – an edition of Jargon Buster.


What Exactly Is Advertising Copy?

By definition, copy is any text on a website, email, or any other online or digital media. Advertising copy is the text you see when reading an advertisement for a business or product.

Copy is found in the several lines following a title or heading. Advertising copy (or simply ad copy) must appeal to the target audience and convince them to convert to a sale. This has to happen in just a handful of sentences. Because of this, it’s not as simple as describing what the product or service is.


How Does Copy Work?

Imagine you’re looking to buy new windows. Some websites may say “Buy great windows from us”. Others will say something like “These brand-new A-rated uPVC double glazing windows will not only save you money on your heating bills, but they also come in a variety of styles, fitting the style you need”. The latter is, of course, more likely to convert a lead into a customer.

This is an example of professionally written advertisement copy.

You may think it’s an easy spot, but there’s more to it than meets the eye. It’s not as simple as describing the product in detail, as this will often bore the potential customer. They key is to hit key pain-points in as effective a way as possible. Specifically highlighting the fact that the windows ‘save you money’ and fit ‘the style you need’ hits two pain points in one sentence. Furthermore, the use of the words ‘you’ and ‘need’ are another example of professional copywriting techniques. 


Ad Copy for SEO.

Another benefit of professionally written ad copy is the improvement to your business’s SEO ranking.

As is the case with the digital age we live in, SEO rankings can make or break a business. And the copy on your site is crucial to your website’s SEO ranking. But how does it do this?

Your target audience search for businesses or services like yours by using specific keywords or phrases. If search engines realise your website contains a percentage of these keywords or phrases, they’re more likely to raise your page ranking. This, of course, will result in more traffic to your website and, hopefully, more sales.

Sadly, there are many parts to understand to fully optimise your website for SEO. For more information on your SEO, click here.


Who Writes Copy?

Although anybody can write copy, to get the most effective results, it should be written by a copywriter.

Some businesses don’t understand the importance of professionally written copy. These businesses could construct all the copy for their website in a day by themselves. But, to create the most effective copy for online marketing, it takes time. It requires extensive research into the subject area as well as keywords and phrases. This takes place before you begin to write the copy itself.

It’s important to remember that digital marketing can and will increase visibility and sales for any business. So, when considering advertisement campaigns, mailing lists, or a new website, it’s important to consider hiring a professional copywriter.


Does My Website Need Professional Copy?

Asking yourself this question is the same as asking yourself if your business deserves to succeed.

Perhaps you don’t want your website to look professional. You don’t want to have better online visibility or convert more leads. If you don’t, then perhaps your business doesn’t need professionally written copy. But, if you want the most effective conversion rates, a highly competitive website and to stand out, you’ll need professional copy.

Professionally written copy will benefit any business, regardless of industry or size.

So, there you have it. Now that you know that copy is not just a word that’s followed by ‘that’ when you wish to let someone know you understand them, it’s time to act. If you wish to improve your website with professional copy, get in contact with YMG.


YMG are an award-winning and full-service digital marketing agency based in Chelmsford, Essex, and home of the Jargon Buster series, helping business owners to understand the technical terms of digital marketing.

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