When writing advertising copy, what should be included?

Including a call to action in advertising copy is essential because it tells the audience what steps to take next. Effective advertising aims not just to inform potential customers but to motivate them to engage further, whether by making a purchase, visiting a website, signing up for a newsletter, or taking any other desired action. A clear call to action provides direction and urgency, encouraging the audience to act promptly—such as "Buy now!", "Sign up today!", or "Call us for more information!"

While other elements like detailed product descriptions, emotional appeals, and feature lists can enhance the effectiveness of advertising, they are often more supportive rather than primary drivers of consumer action. A persuasive ad may describe a product or evoke emotions, but without a definitive call to action, the audience may remain passive, resulting in missed opportunities for engagement or sales. This emphasizes the importance of directing potential customers immediately after capturing their interest.