Decide where to publish Consider your target audience when deciding where your ad will appear. The platform (newspaper, magazine, website, job search site, or social media site) will inform how you write your copy. Consider the following details: * Sizing * Word count limitations * Font type, size, and color * Graphics or video Tailor your headline to your audience Use language, references, and graphics (if applicable) that will appeal to the types of people who might be interested in your service. Keep headlines brief and interesting. Examples: “No more gutter games.” (Home owners) “Ace It so you can make it!” (Students and parents of students) Write a bridge Include a few lines that create a good impression of your company and present the major benefits of your service. These words should be just as compelling as your headline. Consider appealing to the following needs and desires: * Time * Wealth * Social status * Intelligence * Hopes and dreams * Happiness * Safety * Health * Humor Examples: “Gutter Gutters has been cleaning and blocking roof gutters for over 15 years. Rated 5-stars, licensed, and ensured. And we don’t play games with prices.” “Ace It only hires the best tutors who hold a Master’s degree or higher. We offer one-on-one tutoring or small group tutoring for half the cost of other learning centers. Last year alone, 94% of our students acquired scholarships. Call today!” Use graphics If your ad platform has room for pictures and other graphics, include them as a way to draw people’s eyes to your ad. Just be smart about the graphics you use along with your headline and bridge so your text is not redundant. Examples: * Tools, smiling workers, ladders, homes * Smiling tutors, students holding acceptance letters, pencils, A+ (letter grade) graphics * “Before” and “after” photos (if applicable) Use testimonials Incorporating a testimonial or two from current customers is a good way to build trust between your company and potential customers. If your ad space is sparse, it may be best to include these on your website. Examples: “I’ve been using Gutter Gutters for 2 years now and love it! Kyle and his team are always prompt, kind, and thorough. I’ll never clean my own gutters again!” “Ace It has amazing tutors. They’re on-time, professional, and adapt to my learning style. Also, I got into my first choice university! Thanks, Ace It!” Provide contact information Tell your audience how to receive your service or get in touch with you via phone, email, website, or physical location. Examples: “Call us at 512-995-GUTR today!” “Visit AceItMakeIt for enrollment information.”