Advertising - Newspaper Advertising
Writing Your Own Gem

Writing Your Own Gem

Copy length
Use a copy length that supports your message. Long copy looks informative and is good for technical or business products. Short copy leaves room for graphics. This combination is appropriate for an image ad selling fashion, home decor, and other lifestyle products.

Comparison
Use comparative advertising phrases such as “You’ve tried the others. Now try us!” only if your product or service has an obvious advantage over the offerings of your competitors.

Benefits
The body of the ad should list benefits or reasons why the customers should buy your product or service now. Emphasize the customer by using the word “you” instead of the word “we.” Use bulletted text to highlight key points.

Closing
The closing copy should make the sale possible by including any contact, telephone, address, or other ordering information necessary for the consumer to act on his or her purchasing decision.