Get All Access for $5/mo

Creating Print Ads Learn how to write and design print ads that get noticed.

Most print ads out there are poorly conceived and, as a result,perform badly. If an ad lacks a strong motivating message,especially in the crowded marketplace of a newspaper or magazine,it becomes a costly lesson-one the business will be lucky tosurvive. The good news? With so many bad ads out there, if you canput together a good one, you're way ahead of the game. Whetheryou are developing an ad yourself or having someone else craft itfor you, make sure it follows the five fundamentals of successfulads.

1. It should attract attention. That sounds obvious, butnothing else matters unless you can do this. And that means havinga truly arresting headline and visual element.
2. It should appeal to the reader's self-interest orannounce news. An ad that takes the "you" point of viewand tells readers how they will benefit from your product orservice piques and keeps their interest. And if, in addition, ithas news value ("Announcing a bold new breakthrough inmoisturizers that can make your skin look years younger"),your ad has a better than fighting chance.
3. It should communicate your company's uniqueadvantage. In other words, why should the prospect pick your firmover a competitor's?
4. It should prove your advantage. The most convincing wayto do that is through testimonials and statistics.
5. It should motivate readers to take action. This isusually accomplished by making a special offer that"piggybacks" your main sales thrust. Such offers includea free trial, a discount or a bonus.

Excerpted from Start Your Own Business: The Only Start-UpBook You'll Ever Need, by Rieva Lesonsky and the Staff ofEntrepreneur Magazine, © 1998 Entrepreneur Press

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick

Marketing

Many Brands Risk Being Left Behind By Overlooking These Critical Advertising Steps

Learn how to use smart marketing tools and AI to optimize online advertising and maximize ad spend in today's competitive landscape.

Starting a Business

How to Find the Right Programmers: A Brief Guideline for Startup Founders

For startup founders under a plethora of challenges like timing, investors and changing market demand, it is extremely hard to hire programmers who can deliver.

Franchise

McDonald's Is Launching the Highly Anticipated Chicken Big Mac in the U.S. — Here's When

The sandwich was a massive hit in the United Kingdom, selling out in just 10 days during its limited run in 2022.

Business News

'Love It!': A Town in Connecticut Is Experimenting with a 4-Day Workweek — and It Seems to Be Working

From small towns in Connecticut to large companies like Kickstarter, the four-day workweek is gaining steam.