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.