Advertisements should declare benefits to the potential customer, using the fewest words possible.
Advertisements for goods or services must present information in such a way that those who see the ad will understand there is a benefit to purchasing what is being advertised. With this "'what's in it for me" technique, the ad should describe benefits to the viewer such as savings, better health, better fuel mileage, spiritual or mental growth, or any other benefits either tangible or intangible. Such ads must make their case using the fewest words possible.
Instructions
1. Write down, on a notepad, answers to the following questions: what segment of the population does this advertisement target, what is the product or service called, how does the product or service create the benefits as advertised, and why should the targeted segment of the population buy your product over competing brands?
2. Break down the advertisement into a title and one or two sentences for each of the questions the ad answers to the potential customers. A title for sales of a used car, for example, might read: "2010 Honda Civic - Immaculate Condition - Like New." The "who" sentence could read, "Are you tired of poor fuel mileage and breakdowns?" The "what" sentence could read, "Well cared-for and maintained Honda Civic will floor you." The "how" sentence might read, "Average of 32 miles per gallon on highway, 26 miles per gallon in town." Lastly, the "why" sentence might read, "This car deserves a good owner, and you deserve the savings this car will provide."
3. Set the price for the item based on the average local competition. Try to be competitive while not undercutting yourself in the pricing. Place your desired price at the end of the advertisement with a limiting phrase to make the price sound like a deal. Such phrases could be: "ONLY $8,499", or "Amazingly Low Price: $8,499" and even "Compare: $8,499."
4. Write down a phrase at the end of the advertisement, near the given price, which creates a sense of urgency in potential customers. Such terms can include "Only as long as supplies last, going fast!," "For a limited time only!," and "Almost gone! Get yours NOW!"
5. Take the handwritten advertisement to a local printer and have the advertisement prepared for print in your desired medium. This can include one-page fliers, folded brochures, newspaper inserts, or full-page advertisement in a periodical. Most printing firms have a large collection of images that may also be included in the ad, which might catch the eyes of potential customers more effectively than just text alone. Choose images wisely for a clean, effective advertisement.
