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Checklist: How to Write an Ad That Doesn’t Feel Like an Ad

Checklist: How to Write an Ad That Doesn’t Feel Like an Ad

Posted by on May 23, 2017

Let’s be honest – people don’t want to be told how they should spend their money.

That’s not to say advertising is a waste of time; creating ads is essential to enticing new customers and keeping existing ones coming back for more. But if your ad is just a list of reasons someone should buy your product, you could be missing out.
People understand and react best to a narrative they can relate to. Create something that grabs attention, injects emotion, and leaves them wondering how they’ve gone so far in life without the good or service you’re offering.

They want this story told to them in a way that completely hides the fact that what they’re actually witnessing is an advertisement.

Confused? That’s ok. It’s not as complicated as it may seem.

We’ve put together an easy starter list to get you creating advertising content that doesn’t read like an ad:

Match the style of the surrounding content

Sure what you’re writing is for the purpose of selling something, but you don’t want to change the flow of the rest of the site by having a blatant ad right in the middle of several articles. The ad you create should match the style and form of the rest of the page so it doesn’t stick out.

If, for example, you’re creating a native ad to go in a network of article based websites, the layout should mimic the websites’ regular content. It’s not being deceptive – you’re giving the reader content in the same format they are expecting.

Figure out your end goal

Your goal here is to make a sale, right? While that’s true, you need to think one step at a time.

The goal of a native ad should be to give the reader a reason to click the link. To do this, you want to inform them without giving away too much detail. Leave the reader intrigued and wanting to know more.

Where do they go to learn more? Your call to action should take care of this if done correctly.

Keep call to action subtle


We’ve all seen these obnoxious links plastered all over the web. Sure, they might work in some situations, but if you end an otherwise compelling piece of writing with something like this, you’re just shooting yourself in the foot.

Instead, you should weave your call to action into your content so it’s not demanding or obstructive.

Simplicity is key.

What you should do is give the reader all the information they need up front, then end with a simple mention of the product or service, and a link that takes them somewhere to get more information and a chance to buy.
That’s really all there is to it.

That wasn’t too complicated.

Remember, you’re giving the reader content that has both substance and leaves them with a few questions. Without shoving it in their faces, you can get them interested in your product or service, and give them a link to find out more and hopefully make a purchase.

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