What’s more important than creativity in copywriting?

A major and ongoing topic of debate in copywriting is creativity.

When I got into advertising in the late 1970s, the Madison Avenue ad agencies were dominant — and obsessed with creativity.

Many in the field — as well as hoards of people outside of it — wanted, liked, and preferred TV commercials that were either funny, entertaining, or clever.

But in the digital world, we have analytics that precisely, swiftly, and more easily measure the results of marketing campaigns than back in the day.

And though advertising may require some degree of creative thinking, I see it more as thinking to come up with a big idea for your ad.

And not, as was sometimes the case in general advertising, creativity for creativity’s sake.

Factors > Creativity

Here are 9 factors I think are much more important than creativity for making ads that sell:

1. Copy that expresses selling propositions in a new, fresh, and compelling way.
2. Emotional copy that addresses the core reason to buy the product.
3. Clear benefits that consumers desire.
4. A unique selling proposition to clearly differentiate your product from the competition.
5. A big idea making strong claims about the product.
6. Proof that backs up your claims–with specifics.
7. Enough facts and information to motivate the reader to inquire or buy.
8. A call-to-action with an irresistible strong offer.
9. A sense of urgency: a reason to respond now instead of later.

You may have your own list of what makes for a good advertisement, and I would welcome seeing it.

Of course, theses factors — and more! — are explored in great detail in my book The AXIOMS of Copywriting.

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Robert W. Bly is a freelance copywriter and marketing consultant with 3 decades of experience in business-to-business, high-tech, and direct marketing. He is the first AXIOMS EXPERT at Kallisti Publishing Inc.

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