Rosemary Hogarth

This, of course, is not the real copy for this advertisement. The real words will be written once you have approved the headline. Rest assured, the words will expand the concept. With clarity. Conviction. And even a little wit. Because in today’s competitive marketing environment, the body copy of your advertisment must lead the reader through a series of disarmingly simple thoughts. All your supporting arguments must be communicated with simplicity and charm. And in such a way that the reader will read on. (After all, that’s a reader’s job: to read, isn’t it?) And by the time your readers have reached this point in the finished copy, you will have convinced them that you not only respect their intelligence, but you also understand their needs as consumers. As a result of which, your advertisment will repay your efforts. Take your sales; simply put, they will rise. Likewise your credibility. There’s every chance your competitors will wish they’d placed this advertisement, not you. While your customers will have probably forgotten that your competitors even exist. Which brings us, by a somewhat circuitous route, to another small point, but one which we feel should be raised. As a marketer, yo