Advertising: the basics

How to write an advertisement

A good advertisement should have:

• a well-targeted headline
• clear design
• well-written text - known as 'copy'

The advert must be tailored to the type of print media and the potential reader's interests and habits. For example, if you sell gardening equipment, you might write a longer advert for a gardening magazine - where the reader will be more likely to read all the text. Likewise, you might write a shorter advert for a more general newspaper - where the reader's interest will be less easily sustained.

Headline

• A good headline should catch the reader's attention and make them want to read on. It might ask a question or inspire curiosity. It may refer to a specific problem, eg a bed manufacturer could ask: "Had another bad night's sleep?" Or it may appear to offer the solution to a problem, eg "Ever wanted to know the secret of a good night's sleep?"
• Don't overplay the actual message - people will feel let down if they read on and their expectations are not fulfilled.
• A headline will encourage people to read on if it offers a clear benefit - such as "never have a bad night's sleep again".
• It could also be used to create a fear of loss in the reader's mind, eg "last few remaining".

Clear design

• The way an advertisement looks plays a big part in attracting and retaining the reader's interest.
• Avoid small or complicated typefaces that are difficult to read. And don't mix too many typefaces in one advertisement - use one or two fonts maximum.
• Don't clutter the layout - keep plenty of white space in the advertisement - avoid the temptation to say too much. If your product or service needs more explaining - refer readers to your website or other easily accessible material.
• Ensure your contact details are clearly positioned.

Well-written copy

• The amount of text you include depends on the purpose and size of the advertisement. Businesses that want to advertise a sale might have a very limited amount of text accompanied by a headline and a picture of some of the items on offer.
• Consider the print quality of the newspaper or magazine - a small advert in a poor quality publication will be hard to read.
• If you're writing a lot of text, it should follow on logically from the headline, build a convincing case and prompt a response from the reader. Back up any claims with facts. Magazine readers tend to dwell on the contents for longer than newspaper readers, so tailor the length of your copy accordingly.
• Good copy draws attention to the benefits of the product or service rather than focusing solely on the features.
• All the reader wants to know is "what's in it for me?"
• You should always write your advertisements with the reader/viewer - your potential customer - in mind.

Remember that businesses have a duty to ensure their advertising is legal, decent, honest and truthful. You can find information on advertising standards on the Advertising Standards Authority website - Opens in a new window.

Subjects covered in this guide

• Introduction
• How advertising can help your business
• Local advertising
• Advertising on the internet and in online directories
• Advertising in the trade and technical press
• Radio, cinema, outdoor and national advertising
• Planning an advertising campaign
• Getting value for money from your advertising
• Managing responses and monitoring your campaign
• How to write an advertisement
• Here's how I increased my sales through advertising

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