In this exercise we will walk through the steps of creating a print advertisement. Step 1: Choose

Question:

In this exercise we will walk through the steps of creating a print advertisement.

Step 1: Choose a concept. The following words commonly appear in advertising copy. Choose three or four words that will convey the message you want to send.

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Step 2:Work up the copy. Take the words you chose in step 1 and write several sentences to describe or promote your business, product, or idea. Your ad copy should answer five basic questions: 1. Who are you (and why should you be believed)? 2. What is your product? 3. How will it benefit the customer? 4. What do you want the customer to do? 5. Where can customers find or contact your business?

Analyze your sentences. Is your tone conversational?

(It should be.) Are you targeting a specific market? Do you communicate your features, advantages, and benefits? Is your copy specific or general? (Specific is better.) Do you address your business’s competitive advantage? How can the copy be shortened?

Step 3: Sketch out the artwork. Not every print ad needs artwork, but based on the copy you have written in step 2, could a photo or drawing help customers visualize the point or the benefit you are providing? If so, sketch it out.

Step 4: Create a headline. Now you need to grab your potential customer’s attention. A good headline can do the following:

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Ask a question. (“Are you tired of scrubbing tile and grout?”)

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Offer a benefit. (“Cut your yard work in half.”)

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Make a promise. (“No need to ever change filters again.”)

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Identify a problem. (“Using harsh chemicals can be dangerous.”)

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Set a scenario. (“They laughed when I sat down at the piano, until . . . .”)

Write some headlines that attract attention and engage the reader to continue reading the copy. Make sure the headline meaning is clear.

Step 5: Pull it all together. Combine all the elements you created in the first four steps. Be sure you don’t crowd too much in; white space draws attention.

How does the finished product look?