How to Write an Effective Product Advert

What is a product advert?

A product advert can take several forms:

• a script for a television or radio advert;
• a short slogan for a banner;
• advertising copy for a newspaper or magazine;
• a sales-focused product description, for example on eBay or in an online shop.

How do you write a product advert?

Certain universal principles apply to writing product adverts in all these formats. Here’s how to put them into practice.

Define your target audience

This is an essential part of writing a product advert, and it should be your starting point. You’ll write differently for a teenager than for their mother; the language that suits an advert for luxury flats to rent won’t necessarily work on a packet of sausages.

Understand the brand’s identity

This is another task to complete before you start writing your product advert. Establish the company’s image and how it wants its audience to perceive it. The advert must be consistent not just with the particular product, but with the brand as a whole. A single tacky joke can undermine a premium image that has taken years to build.

Identify what sets the product apart from its competitors

Everyone knows that an advert should primarily highlight a product’s strengths. If you’re writing a longer piece of advertising copy, you can certainly describe the product in detail and list all its advantages. Above all, though, focus on what makes the product or service stand out from the competition. For the shortest adverts, such as banners, you may need to concentrate on just one competitive advantage because there simply isn’t room for anything else.

Ask yourself what the consumer would consider the product’s greatest advantage, then build your advert around it. Is it cheaper than competing products? Does it offer a wider choice of flavours? Does it come in eco-friendly packaging? Is there an appealing two-for-one offer? Is the cosmetic endorsed by a celebrity, or are the dresses handmade locally? Look for the detail most likely to catch people’s attention and persuade them to buy.

Avoid empty marketing phrases

“Highest quality”, “satisfaction guaranteed”… these are stock marketing phrases that no longer convince anyone because they say almost nothing. Specific details work far better in advertising than empty claims. Write about the product’s genuine strengths and explain the real benefits of owning it.

Focus on benefits

The simplest advice for writing a product advert? Harness the power of persuasion and focus on benefits. Think about a specific customer and their needs, then show them what they stand to gain by buying the product. When writing your advert, use the feature–advantage–benefit model, which works as follows:

• A feature is an attribute of a product or service, such as the size of a purse.
• An advantage is a general positive that follows from that feature. For example, a small purse fits easily into a handbag.
• A benefit solves a customer’s problem by relating directly to their circumstances and needs. For example, a small purse fits into a compact, elegant handbag, helping you complete a stunning look for a social occasion.

Grab attention with a creative slogan or clever wordplay

How do you write a product advert that stands out? With businesses offering an ever-growing range of products and consumers facing a constant flood of information, the task can seem harder than ever. Yet one thing hasn’t changed: originality and ingenuity pay off. Try to come up with a product slogan, or a script for a radio or television advert, that captures the consumer’s attention.

You could take a humorous approach, perhaps using wordplay, or create something unexpected that surprises the audience. Your headline could also ask a question, with the rest of the advert providing the answer. For example: “Why cut off your beautiful hair? Conditioner X can transform its appearance in just two minutes!” Short of ideas? Look for inspiration in adverts you know and admire. Think about what makes them work, then use a similar approach to create something of your own.

One important point: always keep the brand’s image in mind and avoid controversial content unless it genuinely fits the company’s identity. A product advert should be creative and inventive, but not at the expense of causing a scandal or damaging the company’s reputation.

We hope you find these tips useful. Above all, enjoy the writing process: that enthusiasm can help you create a great product advert.