Five Slide Guide™ Writing and designing an advertisement

Identify audience and message Answer these questions before you start: Who are you targeting with your advert? What do you want them to think, feel or do when they see it? What value (not necessarily unique) are you offering? Why should people choose your product or service? 1

Answer these questions before you start:

Who are you targeting with your advert?

What do you want them to think, feel or do when they see it?

What value (not necessarily unique) are you offering?

Why should people choose your product or service?

Write the headline The most effective, attention-grabbing headlines promise benefits. Benefits are good things that will happen, or problems that will be solved, when people choose your product/service. Mention any Unique Selling Point(s) (USPs). No USPs? Just express the value you offer as clearly as possible. Don’t try to get attention from people who aren’t interested. Focus on converting existing interest into sales. Don’t use anything ‘clever’ or ‘creative’ for its own sake. Don’t be afraid to be simple and direct. 2

The most effective, attention-grabbing headlines promise benefits.

Benefits are good things that will happen, or problems that will be solved, when people choose your product/service.

Mention any Unique Selling Point(s) (USPs).

No USPs? Just express the value you offer as clearly as possible.

Don’t try to get attention from people who aren’t interested. Focus on converting existing interest into sales.

Don’t use anything ‘clever’ or ‘creative’ for its own sake.

Don’t be afraid to be simple and direct.

Write the text Write as much copy as people will have time to read. On the subway = 200 words. On the street = 10 words. Keep the headline promise: say how the product delivers benefits. Keep words, sentences and paragraphs short. Use words you’d use with a customer face to face. No jargon. Use concrete and sensual language, not abstract concepts. Less is more. Identify key messages and cut the rest. Consider returning to the headline theme at the end. Explain what customers need to do now. Make the next step easy. 3

Write as much copy as people will have time to read. On the subway = 200 words. On the street = 10 words.

Keep the headline promise: say how the product delivers benefits.

Keep words, sentences and paragraphs short.

Use words you’d use with a customer face to face. No jargon.

Use concrete and sensual language, not abstract concepts.

Less is more. Identify key messages and cut the rest.

Consider returning to the headline theme at the end.

Explain what customers need to do now. Make the next step easy.

Create the design The design should guide the reader visually from headline through text and on to a call to action. Make sure text is clear, large and legible. Think about where and how the design will be seen (from a distance? among other adverts?) and appraise it in this context. Give equal priority to words and images/graphics. If your desired response is a website visit or a phone call, give the web address or phone number major prominence. Be creative, but only if it helps the sell. 4

The design should guide the reader visually from headline through text and on to a call to action.

Make sure text is clear, large and legible.

Think about where and how the design will be seen (from a distance? among other adverts?) and appraise it in this context.

Give equal priority to words and images/graphics.

If your desired response is a website visit or a phone call, give the web address or phone number major prominence.

Be creative, but only if it helps the sell.

Choose imagery Good advert imagery reinforces the message of your headline (i.e. benefits), or adds meaning that couldn’t otherwise be expressed. Bad advert imagery has no reason to be there and adds nothing to the message. Don’t use images for their own sake. If you’re selling something that can’t be depicted (like a B2B service), beware of using ‘metaphor’ images that distract from the key message. Selling an investment fund with a rocket blasting off just makes the audience think about rockets. Show money or a performance graph instead. They’re closer to the benefits you’re offering. 5

Good advert imagery reinforces the message of your headline (i.e. benefits), or adds meaning that couldn’t otherwise be expressed.

Bad advert imagery has no reason to be there and adds nothing to the message. Don’t use images for their own sake.

If you’re selling something that can’t be depicted (like a B2B service), beware of using ‘metaphor’ images that distract from the key message.

Selling an investment fund with a rocket blasting off just makes the audience think about rockets. Show money or a performance graph instead. They’re closer to the benefits you’re offering.

Marketing and advertisement copywriting Copywriting for leaflets, brochures and printed marketing SEO, website copywriting and digital marketing Presentations, proposals and internal documents Interviewing and researching Freelance support for PR, graphic and digital agencies Academic and public sector content We’ll choose your words carefully. www. abccopywriting .com

Marketing and advertisement copywriting

Copywriting for leaflets, brochures and printed marketing

SEO, website copywriting and digital marketing

Presentations, proposals and internal documents

Interviewing and researching

Freelance support for PR, graphic and digital agencies

Academic and public sector content