Decide where to publish Consider your target audience when deciding where your ad will appear. The platform (newspaper, magazine, website, billboard, 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 it to your audience Use language, references, and graphics (if applicable) that will appeal to your target audience, hopefully making loyal customers out of them. Examples: “A car seat that grows with Baby.” (New parents) “Be that silver fox.” (Aging men) Write an attention-grabbing headline The headline is the first thing that potential customers will see, so make it memorable and make every word count! Consider using various literary devices (puns, alliteration, imagery, references to popular culture) depending on your audience. A good headline could be any of the following: * Shocking * Strange * Emotionally moving * Humorous * Exciting * Mysterious * An incredible deal Examples: “This is not an ad, this is an opportunity.” (Mysterious) “This protein bar will make you shoot lasers out of your eyes.” (Strange/humorous) “$300 round-trip flights to Japan!” (An incredible deal) “Approximately every square mile of ocean has more than 45,000 pieces of plastic floating in it.” (Shocking) Avoid questions Ads that begin with questions can be boring, so find a more creative (less obvious) way to say that you have what people need. Examples: ✗ “Do you need floss that won’t break?” ✓ “Floss so strong, you can’t go wrong.” ✗ “Itchy eyes in the morning?” ✓ “Your eyes will thank you.” Write a bridge Include a few lines that create a good impression of your company and present the major benefits of your product (i.e., your strongest selling points). These words should be just as compelling as your headline. Examples: “We bet you'll cry!” (Headline) “We use organic peppers from our own backyard to bring the heat from our home to yours.” (Bridge) “The world’s first no-waste floss.” (Headline) “We use organic hemp infused with peppermint and cinnamon to remineralize your teeth, strengthen your gums, and kill bacteria—the natural way!” (Bridge) Foster desire The bridge is also a place to appeal to potential customers’ desires (e.g., desires for wealth, happiness, humor, appetite, social status, youth, health, esthetics, romantic, health). Examples: “You know you want this.” (Appealing to appetite) “Our sprouted breads are so fresh and nutritious you’ll think your Grandma made it!” (Appealing to nostalgia) “A smile so bright you’ll be the center of the room.” (Appealing to social status) “You deserve to live better. Let us help you quit for good.” (Appealing to health) 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: * Photos or graphics of your product * Photos or graphics of scenes related to your product * Photos of happy customers * Photos or graphics of what your product will do * “Before” and “after” photos (if applicable) Use testimonials Incorporating a testimonial or two from loyal 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 Grow Protein for a month now and have already dropped my body fat by 2%! Great taste, too!” “Ever since I brought home a loaf of Granny’s Grains sprouted bread, my kids won’t eat anything else—and I won’t either!” Provide contact information Tell your audience how to acquire your product or get in touch with you via phone, email, website, or physical location. Examples: “Call us at 1-800-948-GROW to get started.” “Find our breads in the special bakery section of your local grocery store.” “Visit us at GrannysGrains.com for more information.”