10 Things You Must Know Before You Write a Small-Town Business Ad
Are your customers seeing your ads? Or are they invisible?
Sitting down to write an ad is never easy. What do you say? How do you say it? Photos? Testimonials?
Here are some things that might make this chore a little easier.
1. We All Like Surprises
Can you state an ordinary message in an unusual way? Not comedy, but differently. Commercials done this way are the ones we talk about at work the next day.
2. Keep It Simple
Don't let the design overpower the message. The idea is the essential part of the message.
3. Get Me Involved
Shock me, make me mad, make me happy, make me cry, but don't bore me and leave me cold.
4. Make Me Curious
Isn't the real purpose of an ad to make me want more information? Grab my attention and hold it.
5. Great Ads Command Answers
They demand that you respond to the ad. They're like unanswered questions that must be resolved.
6. Draw Your Own Conclusion
Isn't the strongest conclusion the one we draw ourselves? An ad that brings me to a decision is mighty indeed.
7. The Headline and the Image Tell the Story
The headline should never tell you what is in the picture. Only what you don't see. The headline and picture together create the story.
8. They Never Brag
Yellowstone Harley-Davidson® in Belgrade, Montana, population 3,000-4,000, had a billboard on the edge of the town proclaiming, "The largest Harley-Davidson® dealer in Belgrade!" They're not only the most prominent and only dealer in Belgrade; they're the only dealer in over a hundred miles. Just a fact, not a brag. But attention-grabbing nonetheless.
9. They're Always Well Executed
They have a good design that doesn't overpower the message. They have sharp photos, good typefaces, etc.
10. They Sell
An ad can look great and still not sell anything. In advertising, what you say is as important as how you say it. What good is an ad that wins award after award if it doesn't sell?
Any ad you write or approve should include most or all of these elements.
Your ad will have sizable competition. It needs to stand out and be noticed by potential customers.
I hope these tips will give you a head start on writing high-income producing ads.
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