So you have run a couple of ads in the newspaper or your local community flyer, but haven't seen any significant results.... most small business owners, after one or two tries, make the mistake of thinking that it just isn't the right advertising method for them and stop advertising. What if "where" you are advertising isn't the problem, but "how" you are writing your ads is why you are not getting any results?

Let's face it, most small business owners are not professional writers (I know... it is tough to hear). That is an important fact to keep in mind, because by nature, most of us will talk about the features or keep selling points about our business, rather than talking about how it will impact or affect the customer. This is an easy way to turn off the reader, whether it is an ad, flyer, or the sales page on your website.

While the way the ad is written is very important, it won't mean anything without a strong head line that grabs the readers attention. Without a strong headline that draws them in and makes them want to read more, it won't really matter what your sales copy says. The key to a strong headline, is to utilize the strongest or most compelling feature or benefit about your business. Readers see hundreds, if not thousands, of ads every day (between the newspaper, tv, and internet), so it is important your headline leaves a memorable impression.

Once your headline grabs their attention, you need to have a strong opening. Within the first two sentences, the reader is going to decide whether he/she moves on or reads the rest of the copy. Back up the strong heading with an equally strong opening.

After you get the reader past the headline and through the body of the ad, it is now time to give them a reason to contact you. This is where you need a call to action. Give them a reason to act now or a sense of urgency that they might miss out on something if they don't act immediately. Offering a limited time promotion, or incentive for contacting you will give them a reason for moving beyond the ad. This is a great time to tie a print ad into a website promotion or some other reason for them to learn more about your company or products.

Finally, the best way to get better conversions out of your ads or sales copy is to offer them a risk free guarantee. Even if it means giving them something that they can keep, even if they don't purchase anything or use your company, give them every reason possible to look into your business further. Depending on the product or service that you are offering, a money back guarantee is a great way to reassure customers.