After addressing the 'what's in it for me' question, a good ad should go on to justify it's claims and tell the reader how to respond. The name of your business should be at the bottom, not the top. You have to give people a reason to memorise your business name before you reveal it, otherwise they will scan over it without filing it away mentally. The second big issue in a successful ad is the vehicle it uses. Let's go back to our ad in the newspaper.
Most restaurants have a trading radius of about eight to ten kilometres.
Out of this 300,000 only 10,000 are in your trading radius. Out of this 10,000 only 2,000 read the hospitality supplement. Out of the twenty people who read the ad, one is looking for a new restaurant experience. Your choice of advertising vehicle is critical to cost effective marketing. Many a good message has been wasted by putting it in the wrong place.