The text should spring from the headline, and follow through the promise it offers. It should explain and clarify the facts and claims. It should be a logical progression of ideas, covering all of the points you mean to cover, even if it's done only with an illustration. Copy can appeal to the intellect and reason, or it can appeal to the emotions, or it can do both. The text of an ad designed to cause action should lead naturally to a call for action .
Experienced copywriters know that the call for action works.
It's not so much that when readers are told to do something they do it. It's that when they're not told to do something they're less likely to do it. The copy usually ends with a logo and a signature for identification and impression, and sometimes also a slogan. The professional copywriter usually develops a concept, sometimes called the copy platform , which is a clear statement of the copy objectives, focus, and approach. This is an attempt to articulate, as clearly and as simply as possible, what the copy shall say and how it shall say it.