Writing the Perfect Ad

Have you heard of WIIFM? No, it’s not the hottest video game that all the kids are clamoring for. WIIFM stands for “What’s In It For Me?” and it’s what your prospective customers want to know. If you really stop and think about it, what you want to sell is the benefit of your product or service, rather than the product or service itself. For example, I don’t need to know about the ingredients that go into a bottle of perfume; I need to know if it smells good. In addition, what will this great smelling perfume do for me? Will the wafting scent attract a pack of chiseled male models, ready to cater to my every whim? Maybe I’ll be transformed into a high-powered, suit-wearing dynamo, kicking less assertive underlings out of my way as I ascend the corporate ladder.

When writing for your ads, keep WIIFM in mind. Remember that a print ad must be visually appealing as well as informative. Studies have shown that people scan ads (and webpages) in a “Z” pattern. With that in mind, don’t cram your ad chock full with too many words that no one will read. Keep your message brief. Don’t try to tell a whole story in one ad. Limit your use of technical jargon, unless your ad is targeted only at people in your industry.

In short, have fun with your ads, keep your message clear and simple, and remember WIIFM!

Michelle