write a letter to the manager of local paper enclosing an advertisement of your school concert
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Importance of Business Communication»
How to Write a Good Ad for the Newspaper
by Kimberlee Leonard; Updated March 13, 2018
Let's say that you want to write an ad for a newspaper. Not just any ad -- but a good ad -- an ad that gets sales for your product or service. For this to happen, the ad copy must attract newspaper readers in both digital and print formats. You need to understand how search engines and keywords work. In an online digital ad, keywords help search engine optimization by maximizing the number of "clicks and views" but in a print ad, keywords don't help get that sale. In a print ad, the key to a sale is to have clear, concise copy.
Consider the Consumer
Considering the consumer is what copywriters call "creating an avatar." Spend time researching the ideal buyer -- who that is and what triggers a sale. Look at industry data and demographics, and how your products and services fulfill that consumer's need. To understand the buyer's profile means you need to consider everything -- from the consumer's need to budget considerations. For example, new mothers might need a revolutionary baby bottle cleaner but not every new mother has unlimited financial resources for every new product that hits the market.
When considering the consumer, also consider the community that the newspaper serves. A small Christian weekly serves a more targeted group than does a daily big city paper. When you write the ad, use language that appeals to the target consumer.
Use Emotional Triggers
Consumers can listen to facts all day and still not buy -- even if the product or service makes logical sense. To generate sales, ad copy must evoke a visceral emotional response. This means that ads must target emotions such as fear, anger or joy. Consumers take action on these emotional triggers, and then they justify those actions by reminding themselves or others of facts and of the logical ideas behind the product or service.
Keep Things Simple
In newspaper advertising, keep the ad short and simple. Think about an ad page layout. A business ad might be a 1,000-word article or it might be on a page with 15 other ads. Make the headline short and strong. The headline should trigger an emotion, also while supporting the headline.
For example, the slogan "Save Her Future," superimposed onto a photo of a baby, tugs at parents' heartstrings to protect and provide for their children. The slogan might refer to saving for the child's college education or buying a first home.
Call to Action
The "call to action" in an ad invites, suggests or directs the consumer to "do something significant." Although some big budget ads advertise a specific brand exclusively, small business owners need to tell consumers to call, visit or buy what the business is offering. The call to action might include a free evaluation, a discount, or an offer that adds value for consumers ready to buy.
by Taboola
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References (4)
About the Author
With more than 15 years of professional writing experience, Kimberlee finds it fun to take technical mumbo-jumbo and make it fun! Her first career was in financial services and insurance.
Cite this Article
How to Write a Good Ad for the Newspaper
by Kimberlee Leonard; Updated March 13, 2018
Let's say that you want to write an ad for a newspaper. Not just any ad -- but a good ad -- an ad that gets sales for your product or service. For this to happen, the ad copy must attract newspaper readers in both digital and print formats. You need to understand how search engines and keywords work. In an online digital ad, keywords help search engine optimization by maximizing the number of "clicks and views" but in a print ad, keywords don't help get that sale. In a print ad, the key to a sale is to have clear, concise copy.
Consider the Consumer
Considering the consumer is what copywriters call "creating an avatar." Spend time researching the ideal buyer -- who that is and what triggers a sale. Look at industry data and demographics, and how your products and services fulfill that consumer's need. To understand the buyer's profile means you need to consider everything -- from the consumer's need to budget considerations. For example, new mothers might need a revolutionary baby bottle cleaner but not every new mother has unlimited financial resources for every new product that hits the market.
When considering the consumer, also consider the community that the newspaper serves. A small Christian weekly serves a more targeted group than does a daily big city paper. When you write the ad, use language that appeals to the target consumer.
Use Emotional Triggers
Consumers can listen to facts all day and still not buy -- even if the product or service makes logical sense. To generate sales, ad copy must evoke a visceral emotional response. This means that ads must target emotions such as fear, anger or joy. Consumers take action on these emotional triggers, and then they justify those actions by reminding themselves or others of facts and of the logical ideas behind the product or service.
Keep Things Simple
In newspaper advertising, keep the ad short and simple. Think about an ad page layout. A business ad might be a 1,000-word article or it might be on a page with 15 other ads. Make the headline short and strong. The headline should trigger an emotion, also while supporting the headline.
For example, the slogan "Save Her Future," superimposed onto a photo of a baby, tugs at parents' heartstrings to protect and provide for their children. The slogan might refer to saving for the child's college education or buying a first home.
Call to Action
The "call to action" in an ad invites, suggests or directs the consumer to "do something significant." Although some big budget ads advertise a specific brand exclusively, small business owners need to tell consumers to call, visit or buy what the business is offering. The call to action might include a free evaluation, a discount, or an offer that adds value for consumers ready to buy.
by Taboola
Sponsored Links
You May Like
How to get a free SUV in 3 hours? Click to find out.Hotstar
Full Body Checkup at Home, Get 60 Lab Tests @ Rs. 999/-Lybrate Labs
Adora De Goa can be Your New Address! Palatial Vacation Homes Starting at Rs 40 LakhsProvident Housing
Top 10 Kid-friendly experiences in the Gold CoastTourism Australia
References (4)
About the Author
With more than 15 years of professional writing experience, Kimberlee finds it fun to take technical mumbo-jumbo and make it fun! Her first career was in financial services and insurance.
Cite this Article
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