A traditional print ad can be broken down into specific parts: (a) the headline; (b) the lead-in; (c) a transition to (d) the story or “sell”; (e) a transition from the story or sell; and, (f) the wrap-up.

You may be asked to create a seventh element: a slogan or positioning line. For now, just execute the six elements listed above.

1. The headline. Limit the type of headlines you write to choices from two of your Creative lists: from rule 2—new names; or rule 4—new definitions for existing phrases. For now, your headlines will contain a minimal number of words—just the essence of the idea.
2. The lead-in. This is the first sentence in the ad. Generally, it is a restatement of the headline. Try using rule 4 to construct it.
3. The transition. It bridges the distance between the lead-in and the story. It may be a word, a sentence, a paragraph. It is followed by:
4. The story or “sell.” This is the most important part of the ad. It is where you bring your product or service to life; where you persuade your reader of the benefits of purchasing the product; and where you make the sale.
5. The transition out of the story. This leads the reader to:
6. The wrap-up. This summarizes the ad and ties it all together.

Note that the elements of an ad with an asterisk—the headline, lead-in and wrap-up—give you an opportunity to apply what you learned in rule 4. Since you have already exercised this Aerobic before you ever started putting together the copy for an ad, you already have nearly one-half of your work completed.

Prior to putting an ad together, some questions may come to mind.

Question: how many words are there in an ad?

Answer: as many as it takes to sell your product. Try limiting the number to a 100 or less and make every word count. Edit relentlessly.

Question: what pronoun form should be used? First person? Second person? Third person?

Answer: “You” is probably the most important word you’ll put on paper.

Question: are there any “rules” for writing ads?

Answer: a few. Since advertising is all about breaking the rules, however, you’ll probably find reasons to break these down the road. But let’s follow a few rules for now.

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