Direct you ad toward your customer. Think about who the ad is aimed at and adapt it toward that market. Don't write too much about yourself or your company. John Kuraoka, an expert in the field of freelance advertising, writes "Too many ads tell me too much about a product or a company or a service, and not enough about why I should care." Let potential customers know why they should care about your product.
Decide on what you want your ad to do and say, and ensure that it has a single focus. Do not complicate your ad with extraneous information.
Write your advertisement in the second person, usually words such as "you" and "your." This will make your ad more personal and have a better chance of connecting with the reader. As Kuraoka states: "The second best word is 'you.' The best word is the customer's name, therefore be as personal as possible. If you know the customer's name use it, if not use 'you.' " Write in an empathetic manner, letting the customer know you understand the problems that you profess that your product can help.
Write your ad in an intelligent, energetic and honest way. Ensure that your grammar and spelling are perfect. A badly written ad will not be a successful one. Edit out any non-operational words or fluffy passages such as "in fact" or "for instance." You need your advertisement to be lean and punchy in order to be elegant and effective.
Support all the claims you make in your advertisement. If your product is easily portable, explain just how small it is, such as "It's small, light and can fit in your pocket."