Know the product. Hopefully, your client will give you the product or at least information about the product. Find out everything you can about the purpose and use of the product by asking questions, doing research, and/or using the product yourself.
Decide what’s essential. You will have tons of information that you can’t use in the advertisement, so you need to discern what is most important. Ask the question, “What knowledge and/or call to action should the audience take away from this advertisement?”
Write a hook. Through the headline or through the first two sentences of your advertisement, you should catch the reader’s attention. This hook might be a savings offer or a creative connection to your product, but regardless, it’s a good idea to address the reader directly using the word “you.”
When you finish proofreading, proofread again. Grammar mistakes reflect poorly on your ability, so read your work carefully to make sure it’s clean.
Be concise. When you’ve finished your copywriting, go back and cut out 10-20% of your words. Your prose will become crisper, and the reader will have less material to navigate.
Be clear. Above all, communicate the message. You need to be creative as an advertising copywriter, but don’t be so creative that there’s no connection to the product you’re selling. Many times, it’s better to avoid jumping through comedic hoops and, instead, simply be direct.
Be honest and tasteful. Don’t deceive the reader in order to attract them. In addition, don’t disgust the reader or ridicule people. Remember, your copywriting reflects on you and on the client.