Ad Copy

Writing Craft

Ad Copy

Since 1994 there has been an auto auction in Raleigh….the Raleigh Classic Auto Auction. One important marketing tool is a 14 page color brochure included in the Sunday N&O insert.

While the cars are well photographed….what really stands out is the “copy” describing each automobile. The “copy” is effectively preselling prior to the auction. Some clever examples:

  • This is a fresh total restoration
  • It is highly optioned
  • Correct wide white-wall tires
  • This jewel is a rare find
  • This car had a rotisserie restoration
  • This beauty is 100% mint original

The key to great advertising is great copy…..not wordy….yet enough to peak a buyers interest. The Raleigh Classic Auto Auction does a fine job with finely crafted and descriptive ad copy.


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