Hot Gossip > How to Write Good Print Ads
Forget about design, size, page position and black & white versus colour – one word is the foundation of all print ads and will make your ad harder to resist.
The word is “Benefit”
Benefit: the DNA of all ads
Whether you or your copy writer writes your ads, ensure that the main consumer benefit remains paramount – put it in the headline if possible. Remember that someone reading the ad will always be saying: “What’s in it for me?”
Brilliant headlines speaks 1000 words
Years ago, when ad agencies were run by employees rather than shareholders, intelligent and persuasive powerful ads often walked the earth.
They knew how to write ads in those days – ads that had integrity and selling power. Take the headline from a Timberland ad in the early 1980’s: There was a simple colour shot of a Timberland shoe and this headline:
“Years from now, you may have to change the laces.”
See what I mean?
You want people to keep reading, so….
Keep your copy short. It’s the art of friendly persuasion. You’re not making pancakes, so don’t waffle.
If necessary,
· Use bullet points
· Avoid italics
· AND unnecessary punctuation!*!!
Graphic traffic jams such as underlining, italics and pointless punctuation distract from the selling copy. People scan copy and prefer typographically smooth terrain.
Tune your tone of voice
The tone in the copy must match that of the audience.
If for example, you are writing an ad for mobility scooters, don’t use words such as “awesome” or “dude”.
Always end your copy with a call to action – how to find out more. A phone number or a site address at least.
And finally…
Don’t forget to include your product's price. Why keep it a secret? How often do you read real estate ads and see the three most bizarre letters in the retail world – P.O.A. Some people never learn.
Good writing.
Article by Nick Theobald, author or 'Instant Maori'. The article was supplied by The Channel. www.thechannel.co.nz
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