What Is a Body Copy? Definition, Importance, 7 Facts

The body copy is what ultimately convinces a customer to buy a product or service because it supports the central idea. This language describes the product in detail and explains why clients would find the product or service beneficial.

Your body copy should persuade readers to take action. To persuade people to take the desired action (make a purchase, sign up for a service, etc.), you must be able to write persuasive body copy. 

What Is a Body Copy?

The term body copy refers to the primary text used in the body of an advertisement. This is the portion of the advertisement that typically focuses on presenting specific product or service information. When properly written, the body copy informs customers about the nature of the product, its intended use, and why they should purchase it.

What Is a Body Copy?

Typically, the body content is accompanied by other essential elements of the advertisement, such as the company logo, which helps identify who is promoting the product. In addition to the logo, the majority of advertisements will include an attention-grabbing title to attract customers.

In addition to the body content, eye-catching images and subheadings that further entice consumers to read the entire advertisement are frequently included.

Importance Of Body Copy

The primary function of the body copy is to fulfill the expectations set by other advertising elements. This means that, regardless of the claims made in the title or visuals, the main body of the advertisement must provide evidence to support those claims.

To accomplish this, the body copy will typically begin with clear and straightforward product information, such as what it is and how it is used. The text will then discuss the benefits of choosing this product over all other comparable items, the product’s price, and the types of consumers who can use it to improve their quality of life.

Effective body copy holds the attention of consumers long enough for them to form an opinion of the product and determine whether it is worthwhile to try it. When the copy is sufficiently descriptive to explain what the product is, how it’s used, and why it’s such a great value, the likelihood of generating sales is significantly increased.

Similarly, provocative headlines and eye-catching graphics may garner attention for an advertisement, but if the body copy fails to provide information that consumers find helpful and/or interesting, the advertisement will ultimately fail to reach the appropriate consumers and the effort will generate little to no revenue.

Examples Of Body Copy

Let us consider the following advertisement

What Is a Body Copy?

Message: This advertisement is for automobile magazines, not general publications. Its target market consists solely of auto enthusiasts. By providing extensive information, readers are immediately made aware of how this vehicle is superior to the current model and its competitors’, as well as given a reason to purchase it.

Headline : This advertisement’s headline is “There Is No Need for Additional Adjectives. Simply put, this is ELEGANT. The term ‘ELEGANT’ fits Lexus’ image exceptionally well and reinforces readers’ positive perceptions of the brand, allowing them to connect with all three commercials’ images.

Body copy: It provides extremely detailed information, such as the vehicle’s new technology and distinctive features. This is due to the fact that the target audience consists of individuals who frequently read vehicle magazines and should be interested in the newest technological features that will increase sales.

Some suggestions on how to do

  1. Prioritize advantages above features
  2. Include psychological triggers
  3. Demonstrate how you can resolve your reader’s issue.
  4. Simple is superior
  5. Write as you would say

Overall, you should highlight the benefits of your product or service and explain why the target audience would want it. By adhering to these guidelines, it is possible to learn how to write persuasive body copy.

What’s Body Copy in Publishing?

Written content is the text of an advertisement, brochure, book, newspaper, or website. It’s just words. The body copy of the publications we read is comprised of the stories and articles we read. Headlines, subheads, captions, and pull quotes are not included in the article’s body content.

Typically, the size of body text falls between 9 and 14 points. It is less prominent than headings and pull-quotes. When selecting typefaces for body copy, legibility is the most important factor to consider. The exact size is determined by the typeface and the audience’s preferences and expectations. If you need to squint to read it, the font size has been improperly chosen.

Selecting Fonts for Body Copy

The body text font that you choose for your print or web project should be unobtrusive. It is recommended to reserve flashy fonts for headings and other emphasis-required components. For body copy, a variety of typefaces can be used.

What Is a Body Copy?

  • Use a 14-point font size that is easily readable. If it is difficult to read at that size, avoid using it for body copy. It is capable of being incorporated into larger pieces.
    The majority of body text that we read is organized into paragraphs. Set a portion of the text in paragraph format using the same line length and line spacing as the publication. Does your eye move effortlessly across the font you’ve selected? If not, choose an alternate.
  • Choose from serif and sans serif typefaces. The conventional belief is that serif typefaces are easier to read in print, while sans serif fonts are easier to read online. Serif fonts are traditional, whereas sans-serif fonts are modern. Use your best judgment, but avoid using script and display fonts for body content.
    Select a font family rather than a single typeface. Therefore, if you need to bold or italicize text in the body copy, the font will complement the rest of the text.

Fonts Suitable for Body Copy

For decades, Times New Roman has been the font of choice for body copy in print. It meets the criteria for readability and does not attract unnecessary attention. However, there are additional typefaces that are equally effective for body copy. Included are:

  • Baskerville
  • Avenir
  • Sabon
  • Garamond
  • Palatino
  • Hoefler Text
  • Caslon
  • Georgia
  • Book Antiqua
  • Arial
  • Verdana

For a designer, selecting from the hundreds (or thousands) of available typefaces is all about achieving aesthetic appeal without sacrificing readability.

Writing Body Copy

The importance of headlines to a unique brand voice is undeniable, but the majority of the work is performed by the body copy. Here are a few considerations to keep in mind while writing that crucial supporting text.

Communicate the outcome

The most important guideline for our brand when writing body copy is to inform the reader of the results of the feature we possess (which will be included in the headline) (or prospective results).

Lead with the most important details

It is unfortunate but true that the majority of your readers will likely not read your entire work. Include the most important information at the beginning of your writing to ensure that your audience receives your intended message.

Simplicity is key

Unless the item is multi-page, keep your body text focused on a single point and explain it in the simplest language possible. When you attempt to do too much, your audience may become disengaged.

What Is a Body Copy?

Eliminate the adverbs

Certainly, they add a touch of poetry, but they obscure the meaning of the message.

Break up your text

Use bullet points and paragraphs to facilitate reading, comprehension, and scanning.

The different types of body copy in advertising

1. Factual

The reader is provided with just enough information to persuade them to purchase a product or service through the use of factual body copy. Because advertising text focuses solely on the facts, it can be relatively brief, but there is no hard and fast rule regarding its length.

It is a common misconception in advertising that consumers are uninterested in facts, but this is not the case. The more you speak, the more you sell, ultimately.

2. Narrative

Narrative body copy engages readers by relating a story before proposing a product or service that can solve their problem. The benefit of narrative advertising is that it is a soft sell, allowing the reader to relate to the story and form positive feelings about the company.

3. Human interest

The purpose of human interest copy is to appeal to the reader’s emotions; therefore, rather than discussing the features and benefits of a product explicitly, it indirectly sells the product by appealing to the reader’s senses.

As a result, body copy with a human interest angle is frequently humorous and promotes attachment, fear, and hatred. It primarily influences sensations that stimulate our sight, hearing, smell, taste, and touch.

4. Testimonial

Typically, a testimonial is provided by a consumer, an expert, a celebrity, or the brand’s official spokesman. Although its objective is to persuade, it must be truthful.

The beauty of a testimonial is that the content is usually already prepared for you; all you need to do is determine what they value most about your product and create a more targeted advertisement.

The January 2019 Aveeno advertising campaign featuring Jennifer Anniston is an excellent example of testimonial body copy. Jennifer’s testimonial includes the following in addition to the usual information about the lotion and body wash:

“When my skin feels nice, I feel good. Physically fit and self-assured Consequently, I include AVEENO Daily Moisturizing Lotion in my morning routine. Because it only matters that you feel comfortable in your own skin.”

5. Humour

To be successful, a copywriter must have a comprehensive comprehension of their intended audience. It is a tried-and-true strategy that can ensure a campaign’s lasting impact and memorability.

What Is a Body Copy?

The “Doughnuts are terrible for you” advertisement by Krispy Kreme is a successful example of humorously executed advertising.

It appears to commit a marketing faux pas by emphasizing the product’s unhealthiness. However, they have turned this disadvantage into an advantage by demonstrating in the remaining copy that not only doughnuts are unhealthy.

For example, the passage’s opening sentence reads, “Also, cream cakes, lie-ins, and loud rock music are enjoyable. So is sugar. If you’ve added it to your tea, stop using it immediately.”

6. Institutional

The purpose of institutional copy is to enhance a brand’s credibility or reputation, not to sell products or services. In essence, it should highlight the company’s principles, goals, and policies in the hopes that this will resonate with readers and encourage them to contact the company.

As with any other type of advertising copy, it is crucial to understand your audience, message, and desired outcomes before writing.

Institutional advertising is frequently reactive public relations and occurs frequently after an incident or event has damaged a company’s reputation (see KFC’s “We’re sorry” advertisement). Other businesses, however, supplement their marketing strategies with strategic institutional promotion.

Conclusion

The body copy may include any information about the product or service. Typically, the copy is about your company or business. It is typically a brief paragraph or maybe just a few phrases.

What Is a Body Copy?

Write the appropriate amount of content. Your body text should not be excessive, nor should it be insufficient. Body Copy (or “Content,” as we refer to it) is essentially a paragraph containing the information you wish to convey to your audience.

Your copy should employ language and terms that motivate the reader to purchase your goods or service. There should be no hard sell language in the body copy. Keep your writing brief, sweet, and succinct.

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Pat Moriarty
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