Engage - Your ad should immediately draw the attention of the reader. A powerful headline and an intriguing visual are a must.
What’s in it for me? - If you are selling a product or service, the ad should tell your readers how they will benefit from using your product or service.
Competitive Advantage - Support the benefit by highlighting what is unique. Any exclusivity or competitive advantage your product or service may have is critical to pique the interest of the reader. For example, do you offer the lowest price? Highest value? Do you offer the best selection?
They said so - Use of customer testimonials is an excellent way to validate the value of your product or service. Doing so places less emphasis on the “sell” and more emphasis on the VALUE of what you have to offer.
Proof is in the Pudding - Prove your advantage through the use of statistical information. For many buyers, nothing is more convincing in their decision making than seeing the numbers.
Action - Include some type of call-to-action. This could be a special offer, a discount, or a free trial. Also, use action words in your copy. Action words in your copy creates a stronger mental picture and will hold the reader’s interest.
Get to the Point - When writing your copy, get to the point and fast. You are vying for the attention of readers and competing against editorial and other advertisers. With seconds to draw them in, you have no time to lose.