How to Write a Good Advertisement

1. Capture Attention with Compelling Headlines

The headline of an advertisement is like a flag being held up by a flagman alongside a railroad track.

Headline importance. Headlines are crucial in advertising as they determine whether readers will engage with the rest of the content. A compelling headline should:

• Promise a reward for reading
• Select the right audience
• Offer news value
• Be specific and clear
• Use the "you" approach

Effective techniques. To create attention-grabbing headlines:

• Use questions that pique curiosity
• Incorporate numbers or statistics
• Offer a solution to a problem
• Use power words that evoke emotion
• Make bold claims (that you can back up)

2. Show Clear Advantages to the Reader

People Want to GAIN...(1) Health (2) Time (3) Money (4) Popularity (5) Improved appearance (6) Security in old age (7) Praise from others (8) Comfort (9) Leisure (10) Pride of accomplishment (11) Advancement: business, social (12) Increased enjoyment (13) Self-confidence (14) Personal prestige.

Focus on benefits. Effective advertising emphasizes what the product or service will do for the customer, not just its features. This approach taps into basic human desires and motivations.

Understanding your audience. To show clear advantages:

• Research your target market's needs and wants
• Identify pain points your product can address
• Highlight how your offering improves the reader's life
• Use emotional appeals alongside rational ones
• Personalize the message to make it relatable

3. Provide Concrete Proof for Your Claims

The more facts you tell, the more you sell.

Importance of evidence. Readers are naturally skeptical of advertising claims. Providing concrete proof builds trust and credibility, increasing the likelihood of conversion.

Types of proof to include:

• Statistical data
• Expert testimonials
• Case studies
• Before-and-after comparisons
• Guarantees
• Awards or certifications
• Detailed product specifications
• User reviews

Be specific and quantify benefits whenever possible. For example, instead of saying "saves time," say "saves 2 hours per week."

4. Persuade People to Act on the Advantage

The longer your copy can hold the interest of the greatest number of readers, the likelier you are to induce MORE of them to act.

Build momentum. After capturing attention and presenting advantages, your copy should create a sense of urgency and excitement about taking action.

Persuasion techniques:

• Use storytelling to illustrate the product's impact
• Address and overcome potential objections
• Emphasize scarcity or limited-time offers
• Paint a vivid picture of life with the product
• Employ social proof to show others' positive experiences
• Use rhetorical questions to engage the reader
• Gradually build your case throughout the copy

5. Ask for Specific Action

To get action you've got to ask for it.

Clear call-to-action. Many advertisements fail because they don't explicitly tell the reader what to do next. A strong call-to-action (CTA) is crucial for converting interest into action.

Effective CTAs:

• Use action verbs (e.g., "Buy now," "Download today," "Sign up")
• Create a sense of urgency (e.g., "Limited time offer")
• Make it easy (e.g., "One-click purchase")
• Address fears (e.g., "Risk-free trial")
• Offer incentives (e.g., "Get 20% off when you order today")

Be specific about what action you want the reader to take and how they should do it. Remove any barriers that might prevent them from acting immediately.

6. Tailor Copy Length to the Product and Audience

The LONGER your copy can hold the interest of the greatest number of readers, the likelier you are to induce MORE of them to act.

Balancing act. The ideal copy length depends on various factors, including the product's complexity, the target audience, and the advertising medium.

Considerations for copy length:

• Product price and complexity (higher price/complexity often requires longer copy)
• Reader's familiarity with the product
• Advertising medium (e.g., print vs. digital)
• Competition in the market
• Stage in the buyer's journey

Long copy can be effective if it maintains interest and provides valuable information. Use formatting techniques like subheadings, bullet points, and white space to make longer copy more digestible.

7. Continuously Test and Improve Your Advertising

Split runs are perhaps not the ultimate in copy-testing techniques. But, amidst the hazy atmosphere surrounding various factors in some of the other methods, split runs do shine through with an awfully nice white light of comparative finality.

Data-driven approach. Successful advertising requires ongoing testing and refinement. Split-run tests, where two versions of an ad are compared, provide valuable insights into what resonates with your audience.

Testing strategies:

• A/B test headlines, copy length, and CTAs
• Compare different offers or price points
• Test various images or design elements
• Experiment with different advertising platforms
• Analyze metrics like click-through rates, conversion rates, and ROI

Use the results to continuously improve your advertising efforts. Remember that what works for one product or audience may not work for another, so always be testing and learning.

8. Develop a Hard-Boiled Attitude Towards Advertising

The purpose of an advertisement is to produce a profit—and it is demonstrably good only if and when it proves that it can do so.

Results-focused mindset. A "hard-boiled" attitude means focusing relentlessly on the bottom line: does the ad generate sales and profit?

Cultivating a hard-boiled attitude:

• Question assumptions and common practices
• Demand measurable results from your advertising efforts
• Be willing to discard ideas that don't perform, regardless of how creative they seem
• Continuously seek to improve and optimize your ads
• Learn from both successes and failures
• Stay humble and open to new ideas and approaches

This attitude helps cut through subjective opinions and focuses on what actually works in the marketplace. It's about being pragmatic and results-oriented, rather than being swayed by personal preferences or industry trends.

Last updated: September 6, 2024