Ad writing – 10 steps to follow

Before you start, though, you need to decide where to have your ad published. Will it be printed in a newspaper or magazine, or show up on the radio or internet? Knowing where you plan to put your ad will influence how you write it. Do your research: find out the specs of your advertising space, especially the number of words you can use, the font size and whether or not you can include images or videos.

To communicate well, you first have to identify who you’re talking to. Who is your customer?

Take the time to research and analyse your competitors’ ads. Try to differentiate yourself by adding key bits of information that shine a light on your specific company and products.

For each ad you create, you’ll need to write a headline whose objective will be to encourage the reader to take a desired action. After your image, this is what differentiates your ad the most.

Use specific terms that clearly define your products and rebates, and personalise your message according to your target audience. This way, you’ll create a message that captures the attention of the right people.

In a creative way, tell your customers why they need your products. How can they get them, and when?

You don’t have to use full sentences. Your ad text only has one or two phrases to convince a customer to click on it. Few people will read your whole ad, so be brief and concise. If your text isn’t persuasive enough, no one will click.

By creating a sense of urgency, you can lead the customer to act more quickly. Add a touch of urgency by, for example, mentioning that quantities are limited, or that the offer won’t last long.

On the exact dates of your event, add an invitation like this:

• Don’t miss this unique sale…
• The mid-season sale for XY has finally arrived! Come check it out.

Your ad won’t be effective if it doesn’t show up correctly or if part of the text is missing. Check the specifications of each platform and adjust your text accordingly.

After you’ve come up with a message – and read and re-read it – it’s often hard to be objective. Sometimes a major piece of information can end up missing from an ad. Make sure that your text answers the essential 5 Ws (and 1 H): Who? What? When? Where? Why? How?

Suggestion: Show your document to someone outside your department or company and ask that person if anything is missing.