Make the customer the protagonist
Potential customers will only read if the content is centred around them. They will only have interest if the topic relates to their lives, personally. There are exceptions, of course.
Tip: Find a way to make your ad about them.
The benefits of the brand must only be mentioned if they will support the main idea, which is the story of the customer's life - the customer's problem or pain.
Tip: Soft-sell the benefits. Find a way to incorporate the brand's benefit into the main idea.
Keep it entertaining. Pick an angle that is entertaining. Remember, the reader will need to be entertained in order to become a customer.
Tip: Find a way to make it flow like a story - make it fun, enjoyable, memorable.
Link up the brand and the customer - unite them and provide a result by suggesting that if both the customer and the brand combine, a solution to the problem will be resolved.
Tip: Try to present a picture or a solution that will give the customer a happy ending.
Leave the reader on a hook. In ad writing, the "to be continued" hook is a call to action - in this way the reader will not know everything, and will therefore be intrigued to find out more.
Tip: Try to entice the reader to want to become a customer.
