How to write an advertisement
Checklist
- Clarify your objective, for example, to simply build awareness or to prompt enquiries.
- Think about your target audience - how likely are they to scan the advertisements, what do they want and what will interest them?
- Look at competing advertisements - what works well and how can you make your advertisement stand out from them?
- Remind yourself of the one or two key benefits you can offer which set you apart from the competition.
- Decide whether to write the advertisement yourself, or to use a copywriter or advertising agency.
- Decide what the main message of your advertisement should be.
- Devise a short, attention-grabbing headline, for example, highlighting the key benefit, arousing curiosity, or containing news.
- Consider whether a relevant illustration could help to attract attention.
- Build on the headline with the main body copy, for example, expanding on the key benefit, or supporting your claims with facts.
- Avoid cluttering the main message with unconnected information and benefits; if in doubt, leave it out.
- Use simple, clear and concise language, with paragraphs broken into easily readable points; avoid jargon, cliches, empty claims and weak jokes.
- Prompt a response; include contact details and consider providing a deadline by which readers must act.
- Reinforce your main message throughout the copy and consider ending with a pay-off line which relates back to the headline.
- Check that your advertisement grabs attention, maintains interest, stimulates desire and prompts action: AIDA.
Cardinal rules
Do:
- focus on one or two key benefits
- grab attention with your headline (and illustration)
- use the body copy to reinforce your main message
- prompt the reader to take action
- check the advertisement from the reader's point of view
Don't:
- list features - highlight benefits instead
- try to cram in too much information and mixed messages
- include text that interests you but not the reader
