Why the craft of copy writing is difficult and important

My daughter has skills beyond her age, I think. Don’t all parents? Well, we aren’t delving into that matter today. What we will do is use that premise to see why every single word in an ad’s copy content must be crafted to interest and fluidly draw the reader further in

Here’s an Epson ad targeting the home-user. Not an award-winning piece, or nothing clever, some creatives might say, but let’s dissect. Effective main visual to start with; unusual to have a typical family portrait in a magazine ad and more importantly, that’s the target audience.



Now let’s get to the copy.

Interesting headline to go with the main visual. It communicates the proposition of the product clearly. The captions in the portrait are pure emotion play, while bringing up the substantiations to the proposition. Dad and mom think their children are the best, children know Mom is the one who usually helps them with work at home and everyone knows Dad tries to avoid doing any work at home if he can. In reverse psychology, appealing to the emotions of Dad and Mom, who make the ultimate purchase decision.

My only problem with this ad is that the body copy below the headline is not really required or could have been much briefer and to the point.