The main reason for the existence of an ad is to sell something. Now, there are several ways to go about this job. One is hard sell, another is soft sell, and yet there are recognition ads that are only intended to make people aware of the company or product exists.

Hard Sell Ads:

The hard sell ad comes right out with its intent and uses several hard-hitting devices to gain attention, inform, persuade and then ask, tell or command the reader or viewer to take action. That action might be to call an 800 number, log onto a web site or send in a coupon and outright buy the product or service. Another ploy might be to persuade the reader to go to a store and make a purchase or to simply ask for more information as is the case with many large ticket items. Asking for further information generates a "lead" which opens the door for a sales person or telephone marketer.

Soft Sell Ads:

The soft sell ad is more indirect in its purpose. This sort of ad makes use of seemingly unrelated information that eventually allows the writer to sneak the product or service in more unobtrusively. Consider the V.W. ad where the announcer talks about arches in the foreground while someone drives up to and parks a new-style V.W. under an arch in the background. The ad sounds like it is explaining the history, value and strength of arches while it's really relating the V.W.'s design strength to that of an arch. Cute.

Recognition Ads:

The recognition ad, hopefully makes people aware of a person, place or thing. Nothing is outright sold by the ad, but its intent is to make people aware and comfortable with something. Often, these ads accomplish positioning by comparing one item to another. For example, if one company starts making a luxury car, they may want to compare or position their product with other luxury products, fine art or life styles. The management of the Grey Poupon Mustard Company has positioned itself as a luxury product by associating it with the people who drive luxury automobiles.

Print Ad writing:

Ad space costs money, so it's best to start selling immediately, beginning with the headline. The idea is to attract attention and then hold it. Let's face it, newspapers and magazines are full of ads, so why should readers take time to read yours? Now, you get it! You have about four seconds to capture your readers' attention and lure them into reading your ad- one strike, and you are out! Better make that headline work for you, right?

Headlines do four things:

1. Attract attention
2. Select audience
3. Deliver a forceful message
4. Lure readers into your body copy

Attract Attention:

Select Audience:

State your case, tell a story, draw interest! "Get Softer Skin With Skingel!" "Fly High With Bongo Airlines." "Armor Golf Balls Soar Farther." Who want's softer skin? Women. Who uses airlines? Travelers. Who buys golf balls? Golfers. "40% of Teenagers Like Candy." "Taking Aspirin Can Save Your Life!" That's right- shoot for the market you want to sell to. Think about it! Would basketball players want golf shoes? "Jump higher with Air Buds!" Know your market! It wouldn't hurt to place your ad in the proper publication either.

Deliver a forceful message:

Try to tell as much of the story as you can in your headline, as that is the only hope you have of people reading your ad. If your headline fails to perk their interest, they are gone. Obviously, "Buy Hanson Siding" is not going to draw interest near as well as, "Dress Up Your House For Spring!" Readers will find out about Hanson Siding within the body of your ad. "30% of Roofs Leak!" is a good hook for selling shingles. "Yard Pests Attack Peoria!" might work for selling insecticide. "Put A Shine On Your Driveway!" could announce a new car sale.

Lure Readers Into Your Body Copy:

Hard Sell Ad:

Dark Skies Ahead
For Local Citizens.

API- Hoards of cicadas invade Mesa Arizona. They are everywhere, in your yard, in your house, in your soup, and you want to scream! Instead, why not reach for "Snuffit" 40 Day Bug Spray? One good dose of Snuffit, and your worries are over. All you have to do is apply Snuffit today, and it's good for weeks. No more bugs. Period. Snuffit is organically compounded to snuff bugs on contact, and that's a fact. It's harmless to you and your pets, but good-by bugs! Pick some up today at Barnworthy's Feed and Seed, S.W. corner of Fairmont and Sky Blvds. or Call Stan at 222-5499 for delivery right to your door!

Soft Sell:Ad:

Citizens Prepare
For Yearly Onslaught.

Recognition:

Recognition ads are mostly display visuals or TV offerings. They generally show something interesting or just a lot of white space with minimal inference to the company or product. If any copy is used, it is only a few words. Does that tell you something? If there are only going to be a few words, you had best get your mileage out of them. How about, "You Deserve A Break Today!" Or, "We Try Harder!"

Ad copy is best and most appreciated when it is simple and informative. Look at a newspaper page. It's mostly headlines, a few photos and lots of print. People buy newspapers because they want lots of information in a short time. Hey, it takes 30 seconds to watch a 30 second TV commercial, but you can scan an ad in 5 seconds and come away enlightened.

Keep your sentences short and your words simple. Simple reads fast and gets the point across. That is the point! Buy Bud! Surveys show that Educated people don't mind reading simple copy, but only a fool would make people try to figure out what was said. People have had about enough fabrication and are mistrustful, so keep your copy simple, believable and informative. If you want to win a creative writing award, enter a story or a poem in a writing contest.

The author of this web site, William L. Lampe is available for
Business Communications, Technical and Copy Writing assignments
through his Editorial Services Consulting Agency,
The A-Company, established 1970.