Use a strong headline that grabs the reader’s attention; typically, you only have 3 seconds!

Unless your company name is famous, it is not the most important part of your ad. You want to grab the reader’s attention with a powerful message. Use clear, concise, simple wording. Short sentences and phrases are most effective. Look at your profiles and decide on what words will best grab your target market’s attention. FREE is arguably the most powerful marketing word, it makes the reader stop and take a closer look. Consider how you can use the word FREE in your advertising. Avoid industry jargon, cutesy lines and cliché sayings.
Tell your readers why they want to do business with you. People are most interested in how your service or product can benefit them and the importance of those benefits; for instance – it can save them time and money, help them avoid pain or give them pleasure. Caution - no exaggerated claims!

Gain credibility by using testimonials, quoting statistics, stating number of years in business, number of customers served, units sold or your credentials. You can also use quotes from articles written about your product or company. Note: Ask permission from the writer before you use their testimonial.

Highlight your conveniences: What credit cards do you accept? Payment plan available? 1-800 number. Open 24 hours/day - 7 days/week. Evening appointments. Mobile services.

Eliminate resistance: Free Samples. Money Back Guarantee. Limited Guarantee. Call to action – Phone today! Order today! Drop by today! Limited quantities! Limited space! Introductory price! Special manufacturer’s price or rebate!

When space permits use visuals including photographs, line drawings, cartoons, illustrations, charts or graphs. Your most interesting line or graphic should be what you are selling. Some ads are very humorous or clever but do not effectively move people to action.

Test your proposed ad by asking for feedback from people you trust but who don’t know your business well. Is your message going to be clear to people who do not know you? This is your goal.  Now that you have asked for input, listen to it and respect the feedback that you have been given. Use this advice to develop a new advertisement.
Review your message regularly and monitor what is working for you. This is the only way to ensure that you are developing ads that create action.

Written by Lori Colborne, President - LSL Marketing Consultants
Lori Colborne is an international speaker, consultant & author of “Innovative Marketing Made Easy!