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Writing Good Advertising

Too many businesses get their advertising wrong – and then say ads just don’t work for their business or they get a very poor response and so the business owner decides ‘advertising doesn’t work’. But as with many things in life (and business) a few small changes can make a world of difference. So here is a checklist for putting your next ad together. And these tips can be used on all sorts of advertising including leaflet and magazine advertising.

 

TOP TIP 1

Always have a HEADLINE

Don’t simply put your business name or your logo at the top of your ad. Create a headline that sells the benefits of what you do – the end result. Remember, you’re not selling make-up you’re selling beauty and you’re not selling leather sofas you’re selling comfort!

 

TOP TIP 2

Always have an OFFER

An offer will give readers a reason to respond. Your ad results will rocket once you start using offers. Naturally, the better the offer the better the response so try different offers to find what works best. But promise me from this day forth that you’ll never run an ad again without an offer. Ever!

 

TOP TIP 3

Always have a DEADLINE

An offer and a deadline go hand in hand – every offer must have a deadline. Otherwise there is never any urgency for your reader to take action and simply forget about your ad. Don’t give readers that chance.

 

TOP TIP 4

Always STAND OUT and get noticed

Don’t be boring, don’t blend in with everyone else, if you do you just won’t get noticed. Be outrageous, be adventurous, be daring and your ads will leap off the page and results will be – a higher response rate.

 

TOP TIP 5

Always make good use of photos

Quality photos almost always increase response rates – so use them! But don’t over do it. One great image will usually be enough. Even teeny tiny ads can benefit from a simple eye-catching photo. By all means use stock images but avoid at all costs the cliché images available. If you’re an accountant I don’t want to see a calculator on a pad! That is just lazy, remember, you’re not selling the fact you can use a calculator really well you’re selling results.

 

TOP TIP 6

Always have a STRONG & CLEAR CALL TO ACTION

Now they’ve read you’re ad, they’ve seen your OFFER, they’ve seen the DEADLINE now’s the time to make it perfectly clear what you want readers to do next. Do you want them to visit your website or call?

 

This is all very straightforward stuff that’ll have a massive impact on your advertising success.

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