How To Write An Ad

1. Start by choosing a single benefit of your product or service that you wish to highlight above everything else. This is your "principle selling position" or PSP. To choose this, ask yourself what specific benefit makes your product or service different, better, or special. Is it the price?, the convenience? the reliability?
   
   
2. Write attention-grabbing headlines. This is very important. People are overloaded with information, so they skim read, particularly on the Internet. If your headline doesn't get their attention everything else is probably wasted because it won't be read. Your headline will often be based around your PSP.
   
   
3. Write a list of all the features of your product or service then translate each of these into a benefit for the customer. One way to do this is to look at each feature in turn then ask yourself "So what?" Imagine you're a customer; why should you care about this feature? Ask "What will it do for me?"
   
   For example, don't just say that you product is fast (a feature) tell the customer that it will give them more free time (a benefit). Better still, paint a picture of them using their free time to go to the beach, read a book, or relax.
   
   
4. Write copy that emphasises the benefits in a way that makes an emotional connection. For example, let's say you're selling toothpaste. A feature might be that it contains fluoride. Sure, but that's boring. Rather, say it "Lessens Tooth Decay!" or even better: "Brush with Boffo and Avoid the Dentist's Drill!" See? You've turned a dull feature into a strong emotional benefit linked to people's fear of dental procedures. Isn't that more effective than "Contains fluoride"?
   
   
5. Start with your strongest selling points. The first few paragraphs are particularly important. Use them to create a desire for your product or service by briefly touching on the major benefits it will bring the customer. You don't have to go into too much detail up front as you can expand on these benefits later. Do try to get your big guns in early, though.
   
   
6. Testimonials sell. Good, believable testimonials from real people will help sales, particularly on the web where establishing credibility is a tough job. For even better credibility, ask your testimonial writers if you can include their contact details along with their testimonial.
   
   
7. Write with a natural style. Don't try to be pretentious or over friendly. Just write it the way you'd say it.
   
   
8. Decide who you're writing for and why. What tone are you trying to convey: light hearted?, serious? What level of jargon are you going to employ? Suit your language to your intended audience.
   
   
9. The final sales pitch, when it comes, must have three specific parts:
   • It must incorporate a good deal; e.g. "40% off!"
   • It must be urgent; e.g. "Only seven more days!"
   • It must be risk free; e.g. "Backed by a 90-day, no-questions-asked, money-back guarantee!"
   
   
10. End by telling the reader what to do; e.g. "Ring now" or "Click here to order now for immediate delivery!" Needless to say, ordering details must be clearly visible and simple to follow.