Think about it this way: you write an ad and decide to place ad in a few national newspapers and magazines. Your main interest is that ad is catchy and convincing to readers of those publications. You are not concerned that magazine or newspaper editors will like ad, because it's not up to them-- you paid for placement. But, when submitting material for public relations purposes you have to keep in mind that material has to suit both editor and reader.

If editor finds your work acceptable for both publication and intended audience, you are well on your way towards a great public relations relationship with media.

So, media are not much different from anyone else that you might find out and about in working world-- they are just doing their job and trying to get material together. Keep their needs, reader's needs, and you needs in mind, and your PR skills will be top notch.

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This ad does satisfy third rule by targeting potential customers for our product, but it fails miserable in all other aspects. That headline isn't going to grab anybody's attention. And body of ad is not only boring, it is trying to sell steak instead of selling sizzle. People are not interested in your product or service per se, they are only interested in what product or service will do for them. How will they benefit from using your product or service That's key to writing powerful ads. You must sell sizzle, not steak.

Now let's look at an ad for that same Ebook that does follow our three rules.

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This is a much better ad. It follows all three of our rules. It has an attention grabbing headline. The body of ad talks not about product, but end result of using product. And our entire ad targets potential customers for our product. See difference?

It's just as easy to write a powerful ad as it is to write a weak one when you know and follow these three simple little rules. And remember, you will improve as you write more and more ads.

I wish you all best in your classified advertising campaigns.