Writing ad copy is different from any other kind of writing. The ad copywriter must research the subject he is writing about and decide what information is important enough to use. He must be persuasive in his writing, and motivate his readers to change their beliefs and attitudes. Choosing the right words is not enough. An ad copywriter must decide what structure would best fit the product he is advertising. Effective ad copy will appeal to the needs and desires of his readers. Advertisements need to be directed to two groups of people: those already using the product, and those who aren’t. The successful ad copywriter must be aware of his audience’s demographics in order to tailor his copy to fit their needs. A good ad copywriter also needs to know the product, it’s characteristics, and what it does. He also needs to know the competition and make sure he quotes the price in his advertisement. Advertisers should also be aware of the sensitivities of different ethnic groups in order not to offend. The main focus of the ad copywriter should be research, research, and more research. That’s the key to becoming a successful writer of advertisements.