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Writing Print Ads

Develop a message that would threaten your opponent's interests. Is the ad targeting a building owner who is active in local charities and local politics and doesn't want to be seen as exploiting poor workers? Or a health care institution that doesn't want to be seen as providing less than quality care? Or a politician who needs votes from a particular constituency that depends on certain public services?

Connect with your audience. What are their interests and values? They may not care about your particular organization and your fights with your opponents. How can you frame the issue as affordable care, reliable services, the good jobs our community needs, or other broad community concerns?

Get your message across in 1) the headline, 2) the photo or other graphic image, and 3) a large-type punch line. You can't assume most people will read the whole ad. They should be able to look at the ad and quickly get the main point.

Keep the text very short and in large type.   Short sentences. Short paragraphs.

Make one main point. That's generally all readers will absorb.

Use language that is punchy but credible. This is advertising copy, not an academic treatise. At the same time, it cannot be so confrontational or emotional that it turns off readers.

Think carefully about any mail-in coupon or request that readers contact someone. If readers are asked to contact your organization, are you prepared to respond and make use of the contacts that are developed? If readers are asked to contact an employer or politician, are you confident that large numbers will? If not, you may unintentionally demonstrate weakness. Directing people to contact an employer or politician may also have the disadvantage of giving your opponent a chance to give their side to people they would otherwise not reach.

Use a tag line that emphasizes people in the community, not institutions. "Presented by concerned citizens from the Community Alliance" is better than "Presented by the Community Alliance." "Presented by" is better than "Paid for by."

Be prepared to document your claims. If the newspaper asks you what a certain statement is based on, you may not have time at that point to start looking for proof. Besides, you want to be absolutely sure that your claims cannot be discredited later.

Courtesy of TheWorkSite.org