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How To Write A Powerful Ad |
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Anyone can lay out a good ad. Anyone. You don't need years
of graphics arts or marketing instructions. All you need to do is
to remember some simple tips that can turn a drab, mediocre ad into a
powerful order-pulling masterpiece.
First of all, there are two ways to build an ad. Either fill it with
text, or leave plenty of open space. Both ways are good, depending on
the type of product or service you're selling, and the crowd you're
trying to reach. If you're selling a product directly from your ad, and
it requires a lot of explanation or description, pack that ad full of
text. This will create a block of grey text which will not stand out
to the eye, so you'll need to put a strong black border around your ad.
If you're trying to solicit responses, which you'll follow up with more
information, cut the text in your ad to a minimum. The white space in
your ad will draw the eye, so you won't need as strong a border. You
still should put a border around the ad, but a thin double line will
do, so as not to attract attention away from the message of the ad.
Here are a few pointers about the wording of your ad:
Make sure it follows a logical progression. Start with a headline
emphasizing the benefit the customer will get from your product or
service. For example, "Increase your business' profits and lower it's
costs!" Follow up with a subheading hinting at what will follow in the
body of the ad ("Secrets of a professional marketing consultant
revealed!"). The body text of your ad should tell just a bit about your
product, but should concentrate on the benefits your customer will
receive. Personal benefits, not features, are why people buy products
and services. End with your contact information, how prospects can
either contact you for more information, or how they can order your
product or service.
Spice up your layout with a bit of graphic art. Clip art is widely
available at office supply and art stores. It should be easy to find a
book of art that will apply to what you are selling. Cut the selected
art from the book and paste into your ad. Don't overdo the art,
though. Use only one graphic at the most. More than one looks
unprofessional.
What follows is the biggest, most important tip I can give. When
laying out your ad, USE A RULER! The worst thing you can do is use an
ad that has crooked text that is off center. So many people try to do
their own ads by "eyeballing" it, which will only yield unprofessional
results. A good idea is to get some layout boards, also available at
office supply or art stores. This is cardboard that has a blue grid
printed on it that will not reproduce when copied.
Use rubber cement to attach your blocks of text. Typewritten is ok,
though computer laser-printed or "rub-down" text is better looking.
Check at the office/art supply store for rub-down text. Attach or draw
your art and borders. Remember to emphasize benefits, keep things even
and straight, leave white space if applicable, and use art sparingly as
a compliment to your ad. If you follow these suggestions, the quality
of your advertising will improve vastly.
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