Know who you're talking to
Think about who you want the ad to attract and what they
might want to find out about your business. Then think about
how to communicate with them as powerfully and as simply
as possible in your ad.
Tell them the benefits of dealing with your business
Think about what information about your business your potential customers will be looking for.
Be clear about what you have to offer, but remember to think about the benefits from
their point of view.
You might think your new computer system or van is great, but how does this actually help your customers? Tell them how they will benefit from your products or services, for example efficient service, quick turnaround or 24 hour delivery. Keep your ad simple and clear, using customer-friendly language and avoid industry jargon.
Stand out from your competition
Be proud and tell people why you're different and better – but only if there's something in it for the customer. Prove your quality and reliability by mentioning warranties, awards and your professional or trade association memberships.
Write a powerful headline
You only have a few seconds to attract a customer's attention when they try to find what you have to offer. Give them the main reason why they should call you as strongly and briefly as possible. Here are a few effective ways you can approach your headline:
- Promise a benefit: ‘Repairs fixed in 24 hours'
- Ask a question: 'Want to find the best health care available for your family?'
- Use a quote from a customer: 'Bloggs Bricks are the Best'.
- Offer a bargain: 'Best Prices and Largest Inventory'. But make sure your claims are able to be proven.
- Offer guarantees: 'Building Excellence for three decades'.
- Use key selling words: You, Your, New, Save, Money, Now, People, Free, Why.
Make it easy to find or contact you
Include all your contact details and locations and other useful information such as opening hours and parking. Include a map if it makes it easier.