Top five things you need to know to create a compelling ads

Top five things you need to know to create a compelling ads


The object of advertising is to create awareness and subsequently sell your products. At one point or the other, a business needs to advertise both online and offline to reach more prospects.

It is important therefore, that, you as a business owner understand the basics of writing a good advert, especially if you want to grow your business online.

In the effort to reach more people, most businesses spend a lot of money on ineffective, poor, or outright bad ads. If you’re using paid advert, it becomes crucial that you write ads that can push and persuade people to take action.

This is because some changes in your ad response rates can trigger massive improvements in your profitability.

To expand your business and reach more prospects, effective advertising in all its forms is essential especially if you are using paid advert.

In this post I’m going to show you how to write compelling ads that sell.


People come in contact with advertisements from all types of businesses all the time. If your product is not different from or better than other products of the same type, there is no reason for consumers to choose your product over someone else’s. Therefore, to be promoted effectively, your product must have a Unique Selling Proposition: a major benefit that other products in its category don’t offer.

According to Reeves, there are three requirements for a USP (in the italics, from Reality in Advertising):

1. Each advertisement must make a proposition to the consumer. Each must say, “Buy this product, and you will get this specific benefit.”

Your headline must contain a benefit—a promise to the reader.

2. The proposition must be one that competition either cannot, or does not, offer.

Here’s where the unique in Unique Selling Proposition comes in. It is not enough merely to offer a benefit. You must also differentiate your product from other, similar products.

3. The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product.

The differentiation cannot be trivial. It must be a difference that is very important to the reader.

Here are some good examples:

  • Head & Shoulders: “…you get rid of dandruff”
  • Anacin “…fast, fast, incredibly fast relief”
  • Domino’s Pizza: “…you get fresh, hot pizza delivered to your door in 30 minutes or less-or it’s free.”

The goal here is to help you develop your USP yourself. Take a piece of paper and get creative.


People scan things quickly. They come into contact with so many advertisements each day that they can’t possibly read each one. This is why you have to make sure that your advertisement actually grabs and keeps their attention.

Your ad Headline is what attracts potential customers. You’re more likely to convert a searcher into a potential customer, if they see your ad headline in their search query. This means that your ad headline needs to mirror the visitor’s end goal.  If the headline is boring and irrelevant, chances are that prospects will scroll past.

People only click on  ads that promise to help solve their problem. Therefore before you create an ad, think about what the user on the other end wants to accomplish and how your headline can help fulfill that need.

Your Ad headline should do either of the following:

Get attention: By this, you’re appealing to the reader’s self-interest.

Example: “For visibly fairer skin…Nivea natural fairness body lotion.”

Select the Audience:

By selecting the right audience for your ad, you screen out those readers who are not potential customers.

Example: “We’re Looking for People to Write Children’s Books” The Institute of Children’s Literature

Deliver a complete message:

It pays to make a complete statement in your headline. That way, the ad can do some selling to those 80 percent of readers who read headlines only.

Example: “Caught Soon Enough, Early Tooth Decay Can Actually Be Repaired by Colgate!” Colgate toothpaste.

Draw the reader into the copy body:

For the ad to be effective, the headline must compel the reader to read the copy body. You can do this with humor, intrigue, or mystery. You can also promise a reward, news, or useful information.

Example: “Ajumbaise…option to painful weight loss exercise.”

3. FOCUS ON BENEFITS NOT FEATURES- what’s in it for them.

The first step in writing copy that sells is to write about benefits and not about features.

A feature is a descriptive fact about a product or service; it’s what the product is or has. A benefit is what the product does; it’s what the user of the product or service gains as a result of the feature.

people are more interested in what they get from your service than what you do.

This is not complicated. Here’s a simple technique for digging out a product’s benefits: divide a sheet of paper into two columns. Label the left-hand column “Features” and the right-hand “Benefits”.


If your product is Ajumbaise, here is a feature and a benefit:


Its a combination of herbs.


Weight loss.

Ad copy: “lose 10pounds in three days without breaking a sweat- try Ajumbaise!”

The ad above stresses the benefit.


While some visitors might be looking for a site with an end goal in mind, often people are browsing casually to get information or discover what solutions and services are available for a potential problem.

For these kind of visitors, you have to spur them into action. One way to do this is through emotional triggers.

The reason behind this is simple: people don’t make decisions based on logic alone. Instead, they are driven by emotions.

If people read something and experience a strong emotional reaction (such as fear, anger, or disgust) they will click through.

Example: “Hate your job? Its easy to quit and be your own boss!”


One of the most important parts of creating an effective ad is building up trust and interest in your company.

Remember that people have a lot of concerns these days, particularly when they’re online. It is important to build trust in your business, its products and services so they know that your company is the right choice. You can do this by showing that others in the past have been pleased with their decision to buy from or work with you.

A great way to do this is by adding a testimonial or two to your ads from those who are satisfied with your company and its products.


Mary says, “Ajumbaise works like magic, one week and I’m back in shape!”


Chiemezie John Duru is an Online business consultant based in Nigeria. He is helping small and medium business owners to package their brand(ideas and business) using online technologies to reach a larger audience. Apart from designing, he loves to read financial books, like Cashflow, Think and grow rich & A year of growing rich.

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