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How to write a good advertisement

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in Business Management

To define what constitutes good print advertising, we begin with what a good print ad is not:

  • It is not creative for the sake of being creative.
  • It is not designed to please copywriters, art directors, agency presidents, or even clients.
  • Its main purpose is not to entertain, win awards, or shout at the readers, “I am an ad. Don’t you admire my fine writing, bold graphics, and clever concept?”

In other words, ignore most of what you would learn as a student in any basic advertising class or as a trainee in one of the big Madison Avenue consumer ad agencies.

Okay. So that’s what an ad shouldn’t be. As for what an ad should be, here are some characteristics shared by successful direct response print ads:

  • They stress a benefit. The main selling proposition is not cleverly hidden but is made immediately clear. Example: “How to Win Friends and Influence People.”
  • They arouse curiosity and invite readership. The key here is not to be outra...(register to read more)

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