Village Life Bridport & West Bay
How to Create an Advert That Actually Gets Results: 10 Essential Tips
Business & Advertising
You've got two seconds. Make them count.
That's roughly how long you should assume you have to grab someone's attention before they turn the page.
Whether you're advertising in a local magazine, newspaper or online, your biggest challenge isn't making your advert look pretty.
It's making someone stop and pay attention.
And the secret?
Stop talking about your business. Start talking about your customer's problem.
Here are ten ways to create an advert that doesn't just look good but gives people a reason to respond.
1. Solve Their Problem – Don't Just Sell Your Service
This is the golden rule of effective advertising.
Your potential customers aren't particularly interested in how wonderful your business is. They're interested in what you can do for them.
Think about a roofing company.
A headline saying:
"Professional Roofing Services"
tells people what the company does.
But what about:
"Worried About That Leaking Roof?"
"Get it fixed before a small problem becomes an expensive repair."
Now you're speaking directly to someone who has a problem.
Or consider a cleaning company.
Instead of:
"Domestic Cleaning Services"
Try:
"Fed Up Spending Your Weekends Cleaning?"
"Come home to a beautifully clean house without lifting a finger."
The difference is simple.
One advert describes a service.
The other offers a solution.
People don't buy products and services simply because they exist. They buy the results those products and services can deliver.
Before designing your advert, ask yourself:
What problem does my customer have, and how can I make their life better?
Make the answer the focus of your advertisement.
2. The Two-Second Rule: Grab Their Attention Immediately
Imagine someone flicking through a magazine.
They're not necessarily looking for your business. They're browsing, reading articles and glancing at advertisements.
You have a tiny window of opportunity to make them stop.
That's why your headline and imagery are so important.
A striking, relevant photograph can communicate something almost instantly.
A gardener might show a stunning garden transformation.
A kitchen company could feature a beautiful finished kitchen.
A dog groomer might use an adorable photograph of a freshly groomed dog.
Images can help people recognise something they want, need or aspire to before they've even read a word.
But the image needs to work alongside a compelling headline.
For example:
"Is Your Garden Getting Out of Control?"
Accompanied by a photograph showing an overgrown garden transformed into a beautiful outdoor space.
The combination immediately communicates the problem and the solution.
Don't use an image simply because it's attractive.
Use an image that helps sell the result.
3. Make the Customer the Hero
One of the biggest advertising mistakes is making the entire advert about the business.
"We've been established for 25 years."
"We offer excellent customer service."
"We're a family-run company."
These can all be valuable selling points, but they shouldn't necessarily be the first thing someone sees.
Instead, lead with what the customer wants.
A beauty salon could say:
"Ready to Feel Fabulous Again?"
A driving instructor might use:
"Nervous About Learning to Drive?"
A financial adviser could ask:
"Wondering If Your Retirement Savings Will Be Enough?"
Once you've captured their attention, explain how your business can help.
Your experience, qualifications and reputation then become reasons to trust you.
4. Show the Result, Not Just the Product
People are naturally drawn to visual evidence.
If you sell kitchens, show a beautiful finished kitchen rather than a photograph of a cupboard.
If you're a landscaper, show the transformation you've achieved.
If you're a hairdresser, showcase a stunning hairstyle.
Before-and-after photographs can be particularly effective where they're relevant and authentic.
The objective is to help someone imagine what life could look like after using your business.
A great advert makes the customer think:
"That's exactly what I need!"
5. Keep Your Message Simple
Trying to squeeze every service, product and achievement into one advertisement is rarely a good idea.
Too much information creates confusion.
And confused customers are less likely to respond.
Focus on one main message.
For example, rather than listing fifteen different plumbing services, a plumber might concentrate on:
"No Hot Water? We Can Help."
Then include a short explanation and clear contact details.
A simple, focused advert is often easier to understand than one packed with tiny text.
Remember, you're not trying to tell someone everything about your business.
You're trying to give them a reason to take the next step.
6. Make Your Contact Details Impossible to Miss
You've grabbed their attention.
You've identified their problem.
You've explained how you can help.
Now don't make them hunt for your telephone number!
Your advert should make contacting you effortless.
Depending on your business, include:
- A clearly displayed telephone number.
- Your website address.
- An email address where appropriate.
- Your physical address if customers need to visit.
- A QR code linking directly to your booking page or website, if useful.
You don't necessarily need every contact method.
Choose the ones your customers are most likely to use.
For smaller magazine adverts, a prominent telephone number and website may be all you need.
Never sacrifice readable contact details just to squeeze in another photograph or sentence.
7. Give People a Reason to Trust You
Customers need reassurance, particularly when they're considering a business they've never used before.
Trust can be established through genuine, relevant information.
For example:
"Over 20 Years' Experience"
"Fully Insured"
"Family-Run Business"
"Free, No-Obligation Quotations"
"Rated 4.9/5 by Our Customers"
Only include claims that are accurate and can be substantiated.
A short, genuine customer testimonial can also work well if space allows.
The key is to remove uncertainty and help potential customers feel confident about contacting you.
8. Tell Them Exactly What to Do Next
Never assume someone will automatically know what action you want them to take.
A strong advert includes a clear call to action.
For example:
"Call Today for Your Free Quote"
"Book Your Appointment Online"
"Visit Our Bridport Showroom"
"Browse Our Latest Collection"
Make your call to action prominent and easy to understand.
If you're running a genuine special offer, you can include a deadline to encourage customers to act.
But avoid artificial urgency or misleading claims.
The goal is to make the next step feel simple and worthwhile.
9. Don't Expect One Advert to Do All the Work
Imagine seeing an advert for a local business today.
You might not need its services right now.
But what happens when you see the same business again next month?
And the month after?
Its name begins to feel familiar.
This is one reason consistent advertising can be so valuable.
A homeowner might see an advert for a local decorator several times before deciding to redecorate.
When the time comes, that familiar business may be one of the first they consider.
Advertising doesn't always produce immediate enquiries.
Sometimes it's building the recognition that leads to future business.
And combining print advertising with a website, social media presence and positive customer reviews can help reinforce that familiarity.
10. Test, Measure and Improve
Don't simply place an advert and forget about it.
Pay attention to the enquiries you receive.
Ask new customers:
"Where did you hear about us?"
You could also use a dedicated QR code, landing page or promotional code to help measure responses.
Over time, experiment with different headlines, photographs and offers.
Perhaps a headline focusing on saving time performs better than one focusing on price.
Perhaps customers respond particularly well to a photograph of your completed work.
The more you learn about what motivates your customers, the more effective your advertising can become.
Remember, even a small improvement in response can make a difference to your return on investment.
The Secret to Effective Advertising?
It's not necessarily the biggest advert, the brightest colours or the most elaborate design.
It's understanding your customer.
Identify their problem. Grab their attention. Show them the solution. Give them a reason to trust you. Make it easy to respond.
Get those five things right and you'll have a much stronger foundation for an effective advertisement.
Get Your Business Noticed Across Bridport & West Bay
At Village Life, we believe local advertising should be accessible, effective and genuinely useful to the businesses and communities we serve.
Our free monthly Bridport & West Bay magazine covers Bridport, West Bay, Beaminster and the surrounding communities, including Bothenhampton, Bradpole, Burton Bradstock, Shipton Gorge, Loders, Uploders, Askerswell, Symondsbury, Chideock, Seatown, Eype, Salway Ash, Pymore, Walditch, West Milton, Powerstock, Netherbury and Melplash.
Whether you're a tradesperson, independent retailer, restaurant owner or professional service provider, advertising locally can help introduce your business to potential customers throughout the area.
And remember, you don't need to tell everyone everything about your business.
You just need to make the right person stop, pay attention and think: "That's exactly what I've been looking for."
Ready to Get Your Business Noticed?
Discover the advertising opportunities available with Village Life – Bridport & West Bay.
For more about building recognition in our community, read Why Local Advertising Still Matters: Helping Your Business Get Noticed in Bridport & West Bay.
