Placing ads in newspapers, magazines, and other publications is an important part of any business’s marketing efforts. However, not all ads work they way you want them to. It takes some planning to create a good ad. You have to know who your ad is targeting, where to place your ad to reach those people, and how to get their attention. There is a lot that goes into creating an ad that increases your profits. However, there are some proven techniques that can help you out.

Here are some basic strategies for creating effective, profitable ads.

1. Give Your Customers a Benefit

One of the best ways to grab the reader’s attention is to tell him – in the headline of your ad – how you can help him. You can do this is a variety of ways, but one good idea is to use a "how to" tagline in your headline. For example, have your brochure printing headline read, "How to Increase Profits in 10 Days." Telling the customer how your product can benefit him is a very good advertising strategy.

2. Ask a Thought Provoking Question

Another good strategy is to ask a question that will grab the reader’s attention. Something like, "Are You Sick of Living Paycheck to Paycheck?" might entice the reader to look into your ad a bit more closely. Try to ask questions that pertain to your target customers.

3. Keep it Short and to the Point

Do not try to say too much in your ads. Often (especially in the case of classified ads) just one or two lines will be enough. Decide who you are targeting (your target customers) and how you are going to attract them (your headline). Then say in the most direct, straightforward way you can think of. Not only is this more effective (customers usually have short attention spans) but it saves you money, too.

4. Provide some useful or intriguing information

Offering up some free advice or information is a good way to get the attention of readers. For instance, your ad might start with the sentence, "5 Ways to Reduce Energy Costs". Then proceed to tell them how they can get this information. If you use a provocative enough question, many customers will contact you just to find out more.

5. Give Something Away

You could also try giving something to your readers for free. This does not have to be anything big or costly. Design some full color brochures and offer a free brochure to anyone interested in your ad. Or do a color printing of a booklet, and offer that as the bait. Just the fact that you are willing to give something away for free is usually very attractive to customers.