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Writing Irresistible Ads

If you want to have irresistible ads, this is how you write them:

A Killer Headline
Your headline is the very first group of words that your target readers would see when they look at your print ad. Hence, not only should it grab attention, most importantly, it should be able to tell your story at a glance.

Make your headline a grabber by providing your whole offer in summary. Your target readers should be so enticed by your first set of words that they would want to look at your subheading to get more information.

The headline should also intrigue and so captivate your target readers that they would want to continue reading until they get to the last word of your copy. It is no wonder therefore, that you should invest time and energy in getting your headline just right for your audience.

A Brilliant Sub-Heading
If you want to elaborate but your headline is just too short for comfort, the sub-heading is the place where you can do that. It is longer than your headline, but still short enough to look like a headline.

Your sub-heading is an extension of your headline. It puts into detail what you’ve already hinted at in your main heading. And what it does actually is to pull your reader to your copy.

Your sub-headings also follow the kind of product or service you are offering. If you have products that are considered straight then you have to summarize the features and benefits. Never mind that it’s a tad boring, as long as it does its job of getting you to understand the headline, the better.

Nevertheless, it is still noteworthy to have a brilliant sub-heading that makes you want to go to the body of the ad immediately. If you can provide an attractive and skillful sub-heading instead of a mediocre one, then that’d be awesome.

A Copy That’s Just The Opposite
Stating the facts, features and benefits straight is not only boring but it also lacks that extra push to make your target readers stay longer. Although telling it straight is often tempting, it certainly may lose you the opportunity to influence your readers to buy from you. It’s not a book that you have to actually read from cover to cover so you could get the whole story. It’s an ad that has the objective to attract.

As a marketer once said, “always overstate your benefits, but within the bounds of truthfulness and reason.” Always remember to think of your target readers and their question, “what’s that got to do with me?”

One technique that another designer used is to get the facts and then write just the opposite. By reversing the truth, you’ll most likely get the attention of your readers.

Get the idea?

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