Step Three: Write the Copy

This is something everybody thinks they can do. They can’t. Copywriting is something best left to a professional, but no matter who writes the copy, there are a few irrefutable truths to consider. First, people don’t read content. They skim it. You have precious few words to get your point across. Remember not to talk about how great your company or product is, emphasize the benefit to potential buyers.. Most, importantly keep it brief. Next, stay on point! You have already decided what you are selling, only advertise that one thing. If you are advertising a product, write about the benefits of that product and don’t try to cram the entire company history into the copy or the ad will loose its efficacy. Lastly, there should always be a call to action. Tell your client to buy your product, visit your website or call you…now!

Step Four: Putting It All Together

The first thing you need to consider is white space, white space, white space. White space can be any color, really. It just needs to be space clear of copy or distracting graphics. A cluttered ad turns people off. The more white space you have, the more likely one will read your ad. Make sure your headline, imagery and copy all tie in and flow well together. And just so that you know, your logo doesn’t need to be the size of a house. It needs to be large enough to be evident, but that’s it.

Step 5: Submit and Repeat

Assuming you have chosen an appropriate publication, you should run your ad multiple times. People expect their phones to ring off the hook after one publication. It rarely works that way. Frequency is the most important factor in getting readers to contact you. If you have run an ad 3 or more times and you haven’t gotten a call, there is probably a problem with the ad or the publication you choose. If it does begin working after several runs, change the ad out periodically to keep things fresh.

In short, do what you can, hire a professional to do what you can’t and always think outside the box.

Page 2 of 2 :: First | Last :: Prev | 1 2 | Next