So you’ve got a little time to sit down and ponder how you’ll generate new business when times get back to normal or even now! For a simple advertisement, which could be in a newspaper, a handbill, on the web or in social media, here are some points to remember. There’ll be more points in the next article.
- The headline is 80% of the impact and deserves you devoting 80% of your think time to creating it.
- A positive headline works better than a negative one.
- The body copy should amplify and explain the headline.
- Maybe 3-4 paragraphs typically of 2-3 sentences each of 10-15 words.
- It should lure or persuade the reader to read on.
- Have the reader identify with what’s being said because it’s pitched at their self-interest.
- The reader should form the opinion that here is the answer to their prayers.
- And the advert should compel them to take action now (which should be easy to do immediately by calling in or writing or by free phone or e-mail at any hour).
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