How to write ads

A COUNTDOWN IN 8 E-Z STEPS

The print ad is THE signature ability of a commercial artist since an ad must communicate everything in a single flash. The task is to boil down from all relative facts one silver bullet. All other formats -- television, radio, brochures -- are actually easier to do because there is more time to get the message across. The skill is like the skill of the marksman: easy to describe but takes years to become expert. Nevertheless, the countdown to ad creation has 8 basic steps. Here they are in a nutshell. The important thing is not to follow a sequence, but to make sure no step is omitted. However, before you begin any countdown, there is always first an objective. To get to the moon was the objective that preceeded many NASA countdowns. In advertising, there is always an objective. What do you want the ad to accomplish? To create sales. To get the viewer to come in for a test drive. To get people to phone for more info. To get them to visit our website. Whatever it is, that is the objective. With that established, you're ready to start:

8. RESEARCH: Study the product, customer and competition. This is known as the Strategic Triad. If it's food, eat it. If it's a car, drive it. If it's a hotel, stay there. If it's a book, read it. If it's a place, go there. Talk to customers. Try the competition, too.

7. ANALYZE: From all your research and personal experience with the product identify the things that stand out about the product, the qualities which differentiate it from its competition, or the misconceptions which would hinder its acceptance.

6. MARKET: Select the market niche where the product will have the best chance of succeeding.

5. PUBLIC: What target public will most likely accomplish the objective? A commercial artist must know the public and get in their heads.

4. STRATEGY: What is the one thing you will say that will get the target public to accomplish the objective? It's not about the product; it's about the benefit.

3. GROUP IDEAS: Rough concepts are drawn up and considered. Now you are into the execution phase. Select the best 3 ideas. 

2. CREATION: Write the ads, solicit testimonials, create the props, shoot the photos, run the taste tests.

1. FINAL LAYOUT: Do the final layout of the ads using actual photos, copy and images and send them off for production.

Again, this countdown is like explaining how to be an Olympic marksman in three E-Z steps: 1) Ready, 2) Aim, 3) Fire!

Easy to read. Logical. Makes sense. But if we just shipped you off to the Olympic Games rifle in hand, the odds are you would not be bringing home any gold medals.

You will find much more information in advertising Knowledge Center with free articles and online books. But until you invest a solid couple of years of hard work, studying and creating ads under expert supervision with live critiques, the chances are remote you'll hit an advertising bulls eye. Like anything else, it takes hard work to become expert. And in today's world of high-quality information online and accessible education, only experts thrive.

PS: For more information on why there happen to be eight basic steps, read my free online book, How to CREATE! It is a fascinating read guaranteed to enhance your understanding of the creative process. And you won't find it anywhere else but on www.SteveHallCreative.com

Print Ad Portfolio

Flamin' Hot Cheetos

The first objective of any ad campaign is to get noticed. This campaign does that in two ways, first, there is no headline or copy; it's all visual. Secondly, the visual is unexpected playing up just how hot Flamin' Hot Cheetos really are. Click on an image to see larger size.

Print ad #1 for Flamin' Hot Cheetos :: By Steve Hall Creative Print ad #2 for Flamin' Hot Cheetos :: By Steve Hall Creative Print ad #3 for Flamin' Hot Cheetos :: By Steve Hall Creative

Writer's Digest

This campaign pushes the creativity with unexpected visuals and headlines that speak the magazine's benefits to the aspiring writer. Click on an image to see larger size.

Print ad #1 for Writer's Digest :: By Steve Hall Creative Print ad #2 for Writer's Digest :: By Steve Hall Creative Print ad #3 for Writer's Digest :: By Steve Hall Creative

Richard Nixon Museum and Birthplace

Tough campaign since Nixon was guilty as sin in the Watergate conspiracy. Yet for all that, it was an amazing period in history which comes alive in a tour of this museum "just 15 minutes from Disneyland, a roller coaster ride through a half century of history." Click on an image to see larger size.

Print ad #1 for the Nixon Museum & Birthplace :: By Steve Hall Creative Print ad #2 for the Nixon Museum & Birthplace :: By Steve Hall Creative Print ad #3 for the Nixon Museum & Birthplace :: By Steve Hall Creative Print ad #4 for the Nixon Museum & Birthplace :: By Steve Hall Creative

Home Depot - (Billboards)

People notice the unexpected. But an ad should always make a relevant point. In this case, the ads work on two levels. They are simultaneously about self improvement and home improvement. The perfect message for Home Depot, the do-it-yourself headquarters. Click on an image to see larger size.

Print ad #1 for Home Depot :: By Steve Hall Creative Print ad #2 for Home Depot :: By Steve Hall Creative Print ad #3 for Home Depot :: By Steve Hall Creative

Eddie Bauer

Eddie Bauer customers don't want to dress like everyone else. The creative strategy here is "anti-sameness." Ad in all campaigns, each ad pushes the same strategy, but in a different way. Click on an image to see larger size.

Print ad #1 for Eddie Bauer :: By Steve Hall Creative Print ad #2 for Eddie Bauer :: By Steve Hall Creative Print ad #3 for Eddie Bauer :: By Steve Hall Creative

Bentley

Let's face it. When you boil it down, who really needs to spend $200,000 on a coupe that is really no faster or better than cars costing half that amount. The real motivation to buy a Bentley: status. A Bentley is a statement of superiority. People drive them because they can. This campaign has fun with the obvious benefit. Click on an image to see larger size.

Print ad #1 for Bentley :: By Steve Hall Creative Print ad #2 for Bentley :: By Steve Hall Creative Print ad #3 for Bentley :: By Steve Hall Creative

InvisiPlate

This full-page magazine ad made a case for a line of paintable, pre-textured switch plates that blend into any room seamlessly. Marketing research found InvisPlate buyers were primarily women who had put a great deal of time and effort into designing their homes. Thus the appeal was to them: "Shoes, hair, jewelry–every detail counts. Same with a room. One drab switch plate can ruin your décor. InvisiPlate wall covers are ready to paint and pre-textured to match any existing wall. The result is an elegant finish that won’t crack, chip or peel. Or mar the beauty within." Click on image to see larger size.

Print ad #1 for InvisiPlate :: By Steve Hall Creative

ACP

ACP is one of the nation's leading manufacturers of signs that mark underground utilities like fiber optic cables and gas lines. Their products aren't fancy or stylish; rather, they're designed to endure the elements -- sunlight, windblown sand, water, temperature extremes -- with zero maintenance. So I developed a creative strategy of impervious to the ravages of time. Executing this strategy, we have three ads -- each of which forwards the same strategy, but in 3 different ways: contrasting the product against structures that really show the passage of time. The final ad brought a welcomed touch of humor, entertainment and showmanship into a product line that is traditionally devoid of fun content. That puts ACP into a leadership position and reinforces their position as #1. Click on an image to see larger size.

Print ad #1 for ACP :: By Steve Hall Creative Print ad #2 for ACP :: By Steve Hall Creative Print ad #3 for ACP :: By Steve Hall Creative



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