Writing an advertisement - checklist
Use this checklist to help you write an effective advert, from making your message clear to grabbing attention and prompting a response.
Clarify your objective, for example, to simply build awareness or to prompt action such as enquiries or sales.
Look at competing advertisements - think about what works well and consider how you can make your advertisement stand out from the crowd.
Include one or two key benefits or USPs which set you apart from your rivals; these could include product features, service levels or price.
Decide whether to write the advertisement yourself, or whether to use a copywriter or advertising agency.
Write a short, attention-grabbing headline, highlighting the key benefit of your product or service. Address your customers directly using 'you'.
Research the best keywords and phrases for your business so that online advertising attracts your target customers and encourages them to click through.
Use high-quality and relevant images to attract attention and reinforce your message.
Build on the headline with the main body copy. Make sure your copy backs up your claims with facts, reflects your brand identity and reinforces your USPs.
Use simple, clear and concise language, with paragraphs broken into easily readable points; avoid jargon, clichés, empty claims and weak jokes.
Include a call to action to prompt a response; give full contact details including website and social media addresses, postal address and telephone number.
Check that your advertisement grabs attention, maintains interest, stimulates desire and prompts action: AIDA.
Test your advert by showing it to existing customers and asking for feedback; test different approaches online to find the wording that gets the highest response.