Other benefits: Apart from main proposition, what are other benefits ad should mention? Here’s where it can get a little tricky. But there’s always more than one benefit. There’s always more than one. Try making a list of benefits and ranking them in order of importance.

Tone of Voice: If ad were a person, would it be young or old, efficient, whimsical, happy-go-lucky, high-powered or homely? You must write ad in a language that appeals to your target audience.

Media: Where will you place ad? Your choice dictates style of ad because each media is read by a different demographic group of people. An ad designed for a science magazine is going to look different from one placed in a parenting magazine.

2. Create Concept

Once you have a clear idea of ad’s focus it’s time to move on to next important step: concept. A concept is essentially an outline or rough idea of ad that helps you get your ideas down on paper. I like to draft about 15 concepts for each ad I write because each one triggers an afterthought that may just produce concept I’m looking for.

Once you’ve decided on a concept that works, you need to ‘work it up.” In other words begin working on three main components of ad: headline, visual and body copy.

3. Write Headline

The headline does two very important jobs. First, it attracts reader’s attention. And second, it persuades him or her to buy. You can use a headline to get your reader’s attention in several ways:

1. Make it big and bold. And make words jump off page yet be simple enough for a passing reader to understand. 2. Make reader stop and think. 3. Offer an important benefit 4. Promise a reward for reading copy 5. Make it newsworthy

There’s a tendency when writing a headline to try and make it amusing or clever. Or place it in smallish print low down on page. This is particularly true of some corporate advertising you see in magazines and newspapers today. Don’t be fooled by this ‘corporate chic’ approach. A straightforward informational headline works better. There is absolutely nothing wrong with ‘20% off all bedding now’.

3. Write Body Copy

There’s a chance that if your headline and visual have attracted reader he or she may be compelled to read body copy. Consider this a bonus because if people read body copy, you’ve got a better chance of selling them your product or service. To encourage people to read copy, try breaking it up with small illustrations and sub heads. Or lay it out in a visually interesting way.

Writing copy itself presents its own challenges, especially if you’re not accustomed to writing in a friendly, normal tone of voice that shows your natural enthusiasm for product. Try to imagine someone has asked you about your product. How would you talk to him or her? You’d probably speak with a quiet conviction, telling him about product’s benefits and demonstrating how it works.

Whatever you do don’t try and explain every little detail about your product. Keep it simple and benefit oriented.