When you write an ad, start with a believable, compelling promise and back it up with unshakable proof.
Most ads fail because:
a) They dont start out with a promise at all, or the promise they start out means nothing to the intended prospect or
b) They have an over-the-top, nobody-would-believe- it-in-a-million-years kind of exaggerated or ridiculous promise so theres zero credibility.
And, whats more, they dont prove what they promise.
In the second case, people dont believe. And when they dont believe, they dont trust and they dont buy, or even call you to find out more.
Two examples:
Cleaners
Promise: We use a totally natural cleaning process that is kinder to your clothes and also to the environment
Proof: In simple, fast-paced language, explain the bad chemicals traditional dry cleaners use. Explain the natural process your business uses. Show why what you say is true with specific names of natural products, and briefly cite scientific research to back it up even further.
Dog Babysitters
Promise: Its doggy heaven when you leave your pet with us. We dont give your pet the cattle-car treatment.
Proof: Testimonials from customers talking about how unsatisfied they were with old dog babysitting service, and how happy they are with yours, for the reasons you mentioned in your promise.
David Garfinkel