Placing a space ad in a newspaper or magazine can be a very good idea, even in a time when most companies are focusing on online marketing. A well-crafted space ad remains one of the most effective ways to get new customers to pick up the phone and call you, visit your website, or look for your products at retail locations.

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Yet writing an effective ad requires specific skills and strategies. Here is some advice on the topic from Robert Bly, a top copywriter who has conducted webinars for us at StepByStepMarketing.com:

• Stress a benefit. In other words, make your main selling proposition immediately clear. As an example, Bly points to the title of Dale Carnegie’s famous book, How to Win Friends and Influence People. It immediately tells people how they will benefit from buying the product.

• Arouse curiosity. Bly believes that it is best to speak to the strongest interests, concerns, and maybe even fears, of your target audience. For example, “Do You Make These Mistakes in English?” appeals to a reader’s insecurity and desire to write and speak proper English.

• Deliver some information. The headline “How to Stop Emission Problems – at Half the Cost of Conventional Air Pollution Control Devices” promises just enough information to get a reader to respond.

• Include a strong free offer. “Free” is still one of the most powerful words that gets potential customers to respond.

• Urge the reader to take the next step in the buying process immediately. For example, displaying a prominent toll-free number with the words, “Call us today for a free estimate!” tells the reader what step to take next in the buying process.

And what should a space ad not be? According to Bly, it should not be creative for the sake of being creative. He writes, “Its main purpose is not to entertain, win awards, or shout at the readers, `Don’t you admire my fine writing, bold graphics, and clever concept?’”

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