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Essential Ingredients For An Effective Ad

Glenn Ebersole

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We are literally bombarded with advertisements every day and in many forms. Each of these advertisements is competing for our very limited attention. One can say the competition is fierce. Therefore, your ads must be well thought out and have certain key attributes or what I choose to call “ingredients. " Here are the essential ingredients I believe are necessary for an effective ad.

1. Include only one objective for your ad and that objective. For example, an objective could be to have the reader of your ad contact you for some report or to go to your web site and download it.

2. Develop a compelling headline in your ad to get the reader’s attention.

3. Incorporate the word “Free" in your ad. Free is one of the most powerful marketing words.

4. Present the benefits of your product or service, not the features, in your ad.

5. List your unique competitive advantages in the ad.

6. Have a specific call to action in your ad.

7. Make an offer in the ad that is “risk free. "

8. Make it very simple to respond to your ad.

9. Include a deadline for responding to your ad.

My advice would be to use the above as a “checklist" to review your next ad before it runs. If you include these essential ingredients in your ads, I believe you will have a much higher probability of attracting attention to your ads.

If you would like to learn more about effective ads and the strategic integration of advertising with marketing and public relations, please contact Glenn Ebersole thorugh his website @ or by email at

Glenn Ebersole, Jr. is a multi-faceted professional, who is recognized as a visionary, guide and facilitator in the fields of business coaching, marketing, public relations, management, strategic planning and engineering. Glenn is the Founder and Chief Executive of two Lancaster, PA based consulting practices: The Renaissance Group, a creative marketing, public relations, strategic planning and business development consulting firm and J. G. Ebersole Associates, an independent professional engineering, marketing, and management consulting firm. He is a Certified Facilitator and serves as a business coach and a strategic planning facilitator and consultant to a diverse list of clients. Glenn is also the author of a monthly newsletter, “Glenn’s Guiding Lines – Thoughts From Your Strategic Thinking Business Coach" and has published more than 250 articles on business.

To find out more about the benefits & rewards of effectively working with a strategic thinking business coach, please contact Glenn Ebersole through his web site at or


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