Effective advertising is relevant to the reader. Here's how to write an influential message.

Whether you are selling a healthier lifestyle, construction, or professional services, your message needs to mean something to your audience. The hard reality of the market is that “Why Us?” or your name alone is not meaningful to the reader.

Speak to clients about how they will benefit from what you are selling. This means that my client gets effective advertising... not an expert, creative designer with lots of awards (notice how I snuck that in). A doctor helps a patient maintain good health... because s/he cares and has extensive training. A lawn sprinkler is not a super-plastic, brass-fitted oscillator... but a “durable tool for a smooth, green lawn”.

Make it Believable. You’re having a sale because you are overstocked or it's the end of the season. Whatever the sales pitch, a sensible reason to be believed makes a difference in response.

Address Sales Needs... RELEVANCE Grabs & Retains Attention. Yikes! Don’t get distracted by cute ideas that don’t play to your strengths! Effective, benefit-driven messages come from strategic, marketing-driven thinking. So, outline your product/service in marketing terms with your audience’s concerns in mind and let those guide your ideas.

Appropriate copy and layouts are crucial to establishing credibility and generating interest. And, reaching your client with ideas that directly relate to your benefits and are clever in the process, can be truly memorable. However, as a rule, people don’t notice things they don’t care about, so tricking the client into reading your content with clever ideas that don’t relate to your selling point means they may feel cheated or confused. Most important: be true to your product’s benefit, whether the message is straight-forward or clever.

Keep It Simple. People can only absorb so much in our inundated society, so limit your message to one idea per ad. Research shows that too much information will make eyes dart away from the page. Plus, space around an object can be just as important as the size of the object to “see” it. (‘white space’ IS useful)

In Short: