Advertising: Sure-Fire Tips For Success

To have a target audience respond the way you want requires not only the copy, but the total process, to be well planned.

Your four initial considerations should focus on: 

• What exactly is it you are offering?
  
  
• Who will benefit from your offering and how? 
  
  
• Why should a prospective customer contact you now? 
  
  
• What advertising method(s), according to cost and audience, will offer you the best chance of getting the response you require?

Simple tips for writing your advertisement

• Use a powerful headline that grabs attention.
  
  
• Be consistent in your writing and format style throughout the copy.
  
  
• Tell the reader right up front, 'what's in it for me.' 
  
  
• Use benefits that are expressed clearly, evocatively and in specific terms. Avoid unsubstantiated claims of 'the best', 'leading' or 'number one.'
  
  
• State your message simply. Make sure that you are clear about what is on offer.
  
  
• Use only essential adjectives and adverbs.
  
  
• Use verbs rather than nouns — they are more powerful.
  
  
• Use active tense — it is more direct and to the point than passive tense. 
  
  
• Use short sentences — there is less chance of your message becoming too complex.
  
  
• Add variety to the format. Use sentences of varying lengths and avoid short jerky sentences or multiple lists.
  
  
• Use one to two ideas per sentence. Any more is overload.
  
  
• Each idea should have a new paragraph. Short paragraphs help the reading flow.
  
  
• Use language that all your customers can understand. Don't use buzz words, clichés or technical jargon.
  
  
• Use headings to break up a new topic or subject.
  
  
• Make sure the content flow is logical.
  
  
• Consider whether a photo will strengthen your message.
  
  
• Consider what contact details you should include to ensure you are easy to find or contact. Include a map if it will make it easier for people to do business with you.
  
  
• Incorporate a response device to enable prospects to respond to your offer.
  
  
• State a deadline or cut—off date clearly.

Five important considerations 

1. How can you gauge if the advertising copy is working as hard as it could be? Experiment with a couple of different styles of advertisements and compare the responses each one attracts.
   
   
2. Be aware that most newspaper advertising has a oneness or sameness about it — so make an effort to have your advertisement stand out. In being original, however, don't over step the mark and become gimmicky or tacky.
   
   
3. Before going to print take one last look at your proposed advertisement. Put yourself in your proposed reader's shoes. Have you pressed all the right buttons? Would you be interested enough to make contact?
   
   
4. Psychologists have shown that the more times we are exposed to something, the better we remember it. It has also been suggested that it can take up to 15 exposures to a new idea or concept before we really understand and accept it. Keep this power of repeat advertising in mind when you are planning your advertising strategy and budget.
   
   
5. However modest your advertising is, it is instrumental in creating a public perception and awareness of your business' image. First impressions count. If you are not good with words, seek professional copywriting help.

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