Basic Tips on Writing Print Ads that Pop

Here are some basic tips for advertising newbies or small business owners on how to write print ads with the top-down approach. The top is your headline and the bottom is your contact info.

Headline
This is the first phrase or short sentence your prospect is going to see when looking at your print ad. Your headline should:

Grab people’s attention
Give people a benefit of using your product
Use strong power words

Numbers grab people’s attention, so if you can ever use a number in your headline, by all means do so! Be sure to write out the numeral: 7, rather than seven because it’s the shape of the number that grabs people’s attention. Use non-round numbers like 7, 8 or 9 rather than 5 or 10. These “round” numbers (usually ending in 0 or 5) have been used so often that people tend to skip over them. Also, non-round numbers sound more truthful. If you have over 20 items in stock, give the exact number: “We have 23 cars on our lot, ready to go home with you!”sounds more truthful than “We have over 20 cars on our lot!”

Subhead
Not all print ads have subheads, and that’s okay. It’s a matter of preference. It’s best to keep headlines short and sweet, about 8 to 9 words at the most. A subhead should be a little smaller size font than the headline, or in a different headline that shows it’s not as important as the headline. It’s still important, mind you, if your headline doesn’t tell the whole story. For example, a Lunchables headline reads: “Feed Their Wonder.” That’s an interesting headline with an interesting word and a benefit. But I have no idea what it refers to. In this case, the subhead is needed and expands the headline to draw the reader in further: “Introducing Lunchables Wrapz!”

Okay I was pulled in by the headline to find out more, and then the subhead pulled me in again. Very nice. On to the body copy.

Body copy
Your body copy needs to be written in a friendly format – it shouldn’t sound like a boring professor’s lecture. Talk directly to your prospect, like you are telling a friend about a great product. Depending on your audience and the type of publication you’re advertising in, your body copy can be long or short. Generally, long copy works best with magazine and newspaper ads. Shorter copy works best with kid-oriented publications or online pubs. Keep your paragraphs short so that those who want to skim can get the info they need and those that want more details can read on.

Images
Graphics and photos are not a must for all print ads, but for most print ads. Just be sure you use an image that reflects what your ad is about – don’t use a cute picture of a puppy just to draw people in and then talk about drain cleaner. The image must be relevant to your message.

Call to action
This is the sentence where you tell people what you want them to do. “Call now.” “Visit our Web site for more info.” Don’t ask people to contact you; tell them. People aren’t motivated enough to contact you on their own. And wherever you place your call to action (like on the back panel of a brochure), be sure to include your contact info nearby.

Contact info
People can’t call you if they don’t know your phone number. How will customers stop by your store if you don’t provide an address? You want to end with contact info, because it is the basic, boring info that only people who read to the end of your print ad will need. It’s necessary, but takes up valuable space if you list your contact info first. You need to get people interested in your product before you give your contact info because they won’t want it until they want your product.