Content

• To step
• Method 1 of 2: Mastering the basics
• Method 2 of 2: Refining your ad
• Tips

If you run your own business, you know that if you want to attract customers and get results, you need to advertise. A good ad attracts attention, generates interest in your product and makes consumers want to buy it. See Step 1 and beyond to learn the basics of writing a compelling and effective ad.

To step

Method 1 of 2: Mastering the basics

1. Decide where you want to place the ad. Is your advertisement in the newspaper, a magazine, on your website or on Facebook? Knowing where you plan to publish the ad will determine the way you write your text. Find out what the perimeters of your ad space are, how many words you can use, how large the font is and whether you can integrate images or video. Ultimately, a traditional ad works for almost any medium, but you may need to make minor adjustments to make it fit where you're advertising.
   • Placing a quarter to full page ad in the local paper gives you more room to play around with one or more paragraphs of text.
   • However, for a Facebook or other online ad, your text will be limited to a sentence or two.
   • Either way, when you write an ad, every word counts. If you use too vague or complicated language, people will scan your ad instead of taking the time to read it, so the same writing principles apply to any type of ad.
   EXPERT TIP

   Adapt it to your audience. Which consumers are you targeting? Ideally, everyone who reads your ad will want to buy your product, but in reality, you will get better results if you target your ad to a specific audience who is likely to be more interested than the rest of the world. Use language and allusions that resonate with the population group that finds your product attractive. It may turn off other groups, but it's important to focus on the hearts of the people who could potentially become loyal customers.

   • For example, if you're selling a service where people can self-publish their books, keep the language written and elegant. That way your target audience - people who have written a book and want to publish it - know that they are in good hands with your company.
   • If you are selling a product that appeals to a younger audience, such as a new type of candy that makes your mouth the color of a rainbow, drop the formality and use a form of language familiar to your target audience - kids who spend their pocket money on candy want to spend, or who can influence their parents to buy them candy.
2. Write a headline that grabs attention. This is the most important element of your ad because it is your only chance to get consumers to actually read your ad. If your headline is vague, difficult to understand, or uninteresting in any way, you can't expect people to take the time to read the rest of your accurately written ad. You tell them directly that your company is not innovative to come up with a compelling ad - which also leaves a bad impression of your product, even if it is excellent.
   • People sitting on the train, scrolling through Facebook or browsing a magazine receive hundreds of impulses. How can you break through this noise and let them focus on your product? Come up with a headline so compelling that it simply forces the reader to pay attention.
   • Your headline may be shocking, strange, emotionally convincing or exciting - it doesn't matter, as long as it grabs the reader. For instance:
     • Write something mysterious: "Don't be happy, be terrified."
     • Write something people can't ignore: "Get 75% off a ticket to Paris."
     • Write something emotional: "She only has 2 weeks left to live."
3. Don't start with a question. You might be able to get away with a very creative and compelling rhetorical question, but avoid the standard "Do you need a new car?" pick up line. Consumers have already read thousands of similar questions and they are tired of being asked. You have to dig a little deeper to get their attention. Find a creative way to tell people you have what they need without asking an obvious question.
4. Use a bridge to let them read through. The sentence after your headline gives you the opportunity to give a good impression of your company to your audience. After your mysterious / shocking / emotional headline, you need to say something substantive - otherwise your headline will come across as mere hype. Use the bridge to tell the consumer what kind of need your product fulfills.
   • Highlight the most important benefits that your product gives to the consumer. Your bridge should contain your strongest selling points.

   Remember that every word counts. The language in your bridge should be just as convincing as your headline, because you still run the risk of losing readers before they get to the end of your ad.

   
   
5. Induce a desire for your product. Your bridge also serves as an opportunity to generate a strong desire for your product. It's an opportunity to play with your audience's emotions and make them think your product is fulfilling their need. If this sounds manipulative, it is - but if you're offering a product that actually helps people, there's no shame in writing poignant text where you get people to buy a product that improves their lives.
   • Nostalgia can be an effective means of touching people's hearts. For instance: We use the best chilies to make a spicy sauce that is close to Grandma's secret recipe.
   • Responding to health concerns also works well: You do all the hard work - stop it. Let us help you get your life back.
   • Don't forget to include the name of your company and your product somewhere in your text.
6. Tell them how to get your product. Finally, write a strong conclusion telling the audience exactly what to do next. Give them an easy action to take to buy your product or to get in touch.
   • You can also just mention your website, so people will know where to go to buy your product.

   It is normal for advertisements to contain clear instruction, such as Call 0800-8339 for more information.

   
   

Method 2 of 2: Refining your ad

1. Parse bad ads. When you first start writing ads, it helps to parse other ads and figure out where they went wrong. Find some bad ads - you know when they're bad if your first impulse is to scan over them - and find out what makes them so ineffective. Is it the headline? The bridge? The tone?
   • Once you've figured out what makes the ad bad, think about how to make it better. Rewrite the ad to make it more effective.
   • Also look for effective advertisements and try to determine what makes them good.
2. Make it sound natural. When writing your own ad, try to make it sound as natural as possible. Write it as if you were saying it to someone else. People are drawn to a natural writing style - it appeals to them more than an overly formal, contrived text.
   • Don't be too rigid - you want your audience to feel accepted and understood.
   • Don't be too friendly either - that can seem fake.
3. Keep it short. Regardless of where your ad is published, keep it short and sweet. People don't have time to read an ad that demands more than 30 seconds of their attention - or less. They come across your ad on their way to something else, like reading an article or getting off the train or bus they are driving. Your ad should be interesting enough to leave a strong impression with few words.
   • Use short sentences instead of long ones. Longer sentences are difficult to process quickly.
   • Play with your text so that you say what you want to say in as few words as possible.It is not necessary to use complete sentences, as long as your message comes across clearly.

   Since your ad should be short, make it specific. Don't use vague language - get straight to the point.

   
   
4. Consider using ratings. These days people want to read reviews and ratings before buying a product. They are usually not willing to try it out until they are reasonably convinced that it has worked for other people. Including one or two reviews in your ad can be a great way to build instant confidence in your audience.
   • Quote a respected customer, if possible. For example, if you are selling a health product, use a quote from a doctor or other health professional.
   • If you're short on space, you can always put reviews on your website instead of your ad.
5. Use images wisely. If you have the option to add an image or video to your ad, think carefully about the composition of your ad. Having an image means that you have to use fewer words - you don't necessarily have to describe the features of your product or say what it does. Instead, you can put together your image or video with an intriguing headline and your company's website.

   The image or video you choose is just as important as the text you write - if not more important. Choose images that emotionally convince your readers and make them want your product.

6. Record yourself when you read it out loud. When you've written your ad, record yourself reading it out loud to yourself or someone else. Play it. Does it sound like you are in a conversation? Is it convincing? If someone were to say it to you, would it pique your interest? Reading it out loud is also a good way to spot flaws that could cause your ad to fail.
7. Test your ad. Post your ad in a few places to see what kind of reception it gets. Hopefully you will see your sales increase. You can determine if your new sales are a direct result of your ad by asking customers where they heard about your business. If they refer to your ad, you know it works!
8. Rewrite the text until it works. Don't keep publishing an ad that doesn't increase sales. Keep rewriting it until you are sure it will pay off. A poorly written ad that doesn't represent your business well does more damage than it does well. After using your ad for several months, create a fresh new ad and rewrite it to advertise a new product or feature.

Tips

• Create a file of similar products or companies. Cut out ads that appeal to you. All of these types of ads help you get ideas.
• An advertisement / call for nurses that you wish to attract to both men and women must include the qualification requirements, skills, time, date and location of the interview.