NFIB

Make It Snappy! -- Writing Useful, Attention-Getting Ads Takes Practice
04/ 03/ 2002


A number of small business owners are quite nervous about writing their own advertising copy. After all, they're not trained advertising copywriters, they are electricians, retail owners and insurance agents. But as a small business person, you know better than anyone else the strengths of your business. If you're the ad department for your company, you might be interested in the tips that Workshop contributor Edith Helmich has compiled.

An advertisement should accomplish at least four objectives:

* The advertisement should be attractively formatted and printed in a style and size so that it catches the attention of the reader immediately.

* The advertisement should clearly state or show the service or product being offered.

* The advertisement should provide the potential customer or client with a compelling reason for buying or using the service or product.

* The advertisement should provide crystal clear instructions for where to go or who to call for the service or product.

A quick scrutiny of any newspaper or magazine illustrates that many companies' advertisements do not achieve these four communication objectives.

A common problem is cluttering the space. Avoid trying to say too much at any one time. A few well chosen words usually makes a lasting impression. Vary the advertisements over time to emphasize different points!

Another common error is to design the advertisement so that it looks like other companies' advertisements for the same product or service. Always have something unique that will distinguish your company's advertisement from adjacent advertisements.

The character and philosophy of the company should be reflected in the style of the advertisement. For example, a florist shop advertisement should use a different vocabulary and convey a very different visual image than an advertisement for a law office. The size and type of font enables words to convey different impact.

Newspaper and magazine advertising is expensive and costly each time the advertisement appears in an issue. The bottom line is what happens as a result of the advertisement. If there are not enough new clients to increase profits, then advertisements are a waste of considerable sums of money. Money spent on professional help in designing a series of advertisements may be well-spent.

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