What makes ads work?

A truly successful advertisement will contain four essential elements: hook, benefit, proof and response

Hook

Ads have a very short time to hook the reader. When readers are in the market for a product or service, they will look at anything related to that topic. Effective ads take advantage of this hypersensitivity and get the readers’ attention by using key images and phrases directly related to that subject.

Benefit

Once you get the readers’ attention, you must show them the benefit of choosing you over your competitors. Explain what it is that makes your product/service better than theirs.

Proof

Next, you need to show proof of your claim. You can quote a reputable source, show an award/rating or use an endorsement from a longtime user.

Response

Finally, you let them know what response you want from them: come to your business; buy your product; visit your Web site; or call you for more information.

As an added bonus, once a successful ad is established, it will remain effective for a long time because newly sensitized readers are opening our newspaper every day.

The examples below illustrate how the addition of essential elements will help make an ad more effective.

Before and After

How can we help you?

If you take a moment to answer a few questions, we will use that information to design an ad that will help you to cheive your goals. You can answer these question online or download a PDF that you can file out and to your salesperson. We will do the rest.