There are 5 major components to good advertising copy (The order of these is essential to success):

• Command Attention
• Showcase Benefits of Products/Services
• Prove the Benefits
• Persuade People to Embrace the Benefits
• Call to Action

Advertising is sales in print, so you need to think about the unique benefits your products/services offer and showcase them in a persuasive way. Emphasize results, not just features.

Let’s take a minute to talk about each of these components:

Command Attention:

This is usually accomplished with the headline. You need an attention-getter that makes people want to learn more about your products/services. The best headlines provide a vivid portrayal of the benefits or demonstrate how your products/services can solve a problem. The headline serves as an advertisement for the advertisement.

Showcase Benefits:

You must showcase the benefits of your products and services and, more importantly, demonstrate how they will solve or prevent a problem. Your audience needs to understand what’s in it for them. Include useful, factual, and clear information to precisely illustrate the benefits and how they will assist the customer.

Offer Proof:

This is where you demonstrate what the advertisement is offering. You must establish that you have a method to deliver. Include information that builds credibility and highlights past performance.

Persuade:

You need to provide compelling reasons for your potential customers to purchase your products/services. Employ a hard-sell approach and create a sense of scarcity. This will prompt your potential customers to feel the urgency to act now, which leads to the last component.

Call to Action:

You need to compel your potential customers to take action. Encourage them to visit your site, sign up for your newsletter, make a purchase, or contact you about your services – in short, you want them to do something. Offer a freebie, booklet, sample, product, bonus, demo, consultation, limited-time price – the list is extensive. There are numerous ways to excite potential customers about ordering and make them feel like they’re getting an amazing deal.

Good advertisements incorporate all of these components, and they are not complete without any of them. You can sit down and consider each of these components individually, then determine the best way to combine them for maximum effectiveness. We can assist you with this as well. Give our FREE test drive a try to learn how to create excellent advertisements with insights from some of the best professionals in the industry.