How to Write Ads that Increase Your Business

I caught myself wracking my brain over what kind of article I should write for newspapers that would be useful to business people. It struck me that I was making a solid effort to get into the mind of my target market. It also struck me that this is the biggest mistake most business owners make when designing their own ads. They start listing off their services and are ready to stick their logo front and center before even putting a thought to what their customers really care about.

The first step in creating any advertising, be it a direct mail piece or an email, always has to be to think about what your customer wants. What do they desire? What do they need? Can you solve a problem for them? People all want to know, "what's in it for me?"

This isn't a new concept and I'm sure you've heard it before, but when I look at newspaper ads and listen to the radio, it's evident that few heed this priceless advice. My guess is, it's because it's difficult to do. Difficult, but not impossible. So before you go ahead and spend another grand on your next pamphlet or print ad, use these tips on how to write great advertising.

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