In creating an effective ad you must have confidence in your product. It must be realistic, believable, and honest. Do not promise something you can't deliver. Don't forget to describe what you are selling.
Headline
The headline must gain the reader’s attention. Clearly inform the reader how your product or service will help them solve or prevent a potential problem they could be facing. In addition, state why your company is better or different from your competitors. Your ad should not resemble other ads in your industry. Explain in detail how they will benefit from contacting you over your competition.
Your headline should use attention grabbing words: This will create interest in your product or service.
New – Improved – You – Discover – Free – Immediately - Now
The body of the ad should contain all important information: The body must be informative.
Company Name and Logo
Address
Phone/Fax
Web address
Call to Action
This is an important part of ad writing. After a potential client reads your ad what do you want them to do? Instruct them what exactly to do next. This invites a reader to take action. Have you intrigued the reader to read on and learn more about your business?
Ask a question to gain interest:
- Do you need to increase the amount of foot traffic in your store? Discover two simple ways to attract potential customers by visiting this website now!
- Are you looking for old world Italian food that is delicious and affordable? Come in this Saturday and receive a complimentary entrée.
- Visit our website and register to get a free sample DVD.
- Call this number and reserve a seat for our open house.
- Call before the end of the month for free consultation.
- Free gift on Saturday for the first 50 visitors.
- Due to popularity supplies are limited – call now!
The Call to Action must be directed at your target audience. An ad must display information, show knowledge, and give benefits but must generate a response.
This will allow you to track your response. If an ad is working leave it alone until it is no longer effective. You may experiment and change different parts of your message. If it is effective you will gain customers and it will bring in new prospects. Run your ads in the same places as often as your budget allows. If your ad is not bringing in the response you hoped for then re-evaluate your call to action and try again. |
