Writing an Advertisement

1. Outline of an Ad

Start-up businesses tend to advertise in print - in newspapers, magazines or other publications.

Successful print ads are usually written around a few basic elements.

1.1 The headline - a strong statement featuring the major selling point (eg cheaper, faster).

1.2 The illustration (optional) - reinforcing the claim in the headline (eg showing how your product works).

1.3 The body copy - the main text which persuades the reader to buy your product.

1.4 The tag-line - summing up the product or the company's philosophy (eg 'Just do it').

1.5 The call to action - telling the reader what to do next.

1.6 The company details - name, address, phone and fax numbers, email and web addresses and logo (if you have one).