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Step 1
First off your ad copy must ENTICE the listener to get their attention. Who ever said every ad must start with the customers name anyway. The first line of copy should be the hook. It needs to sink into the mouth of the listener and say "HEY! I'M TALKIN HERE!" One effective way is to ask a question, or make an exclamatory statement. "Dude? your hair!" was one line I used in copy for a beauty salon.
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Step 2
The next thing your ad should do is ENTERTAIN. Once you have their attention you MUST keep it. Short factual statements in rapid fire succession is a great way to rivet your message into the brain of your listener. 90 % of the time your listeners are generally listening while doing other things so don't expect them to absorb complex explanations or information. Dialog is an effective way to do this. One technique I loved was the over exuberant (sometimes obnoxious) announcer guy.
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Step 3
Finally you need to ENCOURAGE your listener to walk in to or call your clients establishment (or visit their website). One common mistake is offering too much information in the ad. You have already gotten their attention and burned a short message into their brains that this advertiser HAS something for them. All you need to do now is point them in the right direction. The key is to promote the option that will drive the listener to a place that the client can sell them. Send the listener to the store itself, the website or ask them to make a phone call to get a catalog.
