Five considerations in writing an effective body copy.
1. Details
Draw from your research. You need to understand your target audience, so you know what they are looking for. Be specific and impactful. Make your body copy complete with information in order to convince your reader.
2. Structure
3 part approach: Headline, First line of copy, Last line of copy. Write a strong headline and start your first line of body copy with a strong benefit. These encourage your reader to read the rest of the ad. Use short and common words.
3. Clear
Try to keep your body copy clear and simple. Your body copy must deliver the message/ USP of your product to the reader. Prevent your body copy to be ambiguity. People are probably in a hurry, make your points obvious.
4. Call for action
Use "active voice" rather than the "passive voice" in your sentence construction. Explain why they should buy your product. Clearly state how your product benefit your consumers and convince your them to buy!
5. Make it interesting
There are many ways to make your body copy interesting. Creativity is important. Tell your audiences a story. This give your product or service a sense of human component. Write your body copy conversationally.
For further reading (online)
Communicating product features and benefits
David Ogilvy's 7 Tips for Writing Copy That Sells
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