It's easy to overlook the obvious when you're putting together an ad. The following checklist will help you keep on track for better response in print, direct mail, broadcast or web advertising.

1. Is it clear what you're offering? Show the communication to someone who's had nothing to do with it and see if they understand it. And understand it quickly!

2. Is it equally clear what you want your prospect to do? Order your product, send for more info, return the questionnaire, visit your website.

3. Does your communication have a single strong idea? More than one idea can confuse and lose your prospect. And the best idea is of course linked to your strongest product or service benefit.

4. Have you shown an obvious advantage over your competition? This could be a unique benefit, lower price, better quality or else your incentive.

5. Can you make your offer seem exclusive? Prospects feel flattered if they can be among the chosen few.

6. If there's an incentive, is it brought into the communication early? And is it justified? The incentive is an added reason to buy. In a crowded market it can be the only reason to buy. So get it up there quick. And justify it. For example, "End of Season Sale" is more credible than simply "Sale".

7. Can you strengthen the communication by quoting testimonials or independent research? Satisfied customers or an objective point of view are powerful ways to persuade new prospects to buy.

8. Can you offer a guarantee to increase buyer confidence? Guarantees are as old as advertising itselffor good reason.

9. Have you made your prospect the most important part of the communication? Not your company, not even your product or service, but the improved quality of life that your prospect will enjoy if they respond.

10. If your brand is well known, is it featured strongly? Your name adds reassurance.

11. Have you given every reason to respond and, consequently, overcome any normal objections? Your communicationwhether it be online, print or broadcasthas to do the work of a salesman. But as it can't hear the particular objection in your prospect's head, you need to cover all possibilities.

12. Have you made it easy to respond (and pay)? A choice of channels usually increases response.

13. Is it written in a friendly tone? It should sound as if you're talking to your prospect face to face.

14. Is the tone of voice appropriate for your target audience? Talk to consumers as if you were chatting at their kitchen table. For B2B imagine you're in their office.

15. Have you matched benefits to features? (Here's the feature) "The Golden Fund invests in China's top twenty companies' (Now the benefit) ...giving your portfolio exposure to massive growth potential."

16. Have you been specific in your claims? Not "a great choice of insurance plans" but "a choice of 17 insurance plans, allowing you to'"

17. Are words, sentences and paragraphs short and easy to read? Choose simple words. Sentences with eight words are easiest to read. Paragraphs should be bite size.

18. Do your visuals emphasize a benefit? Put captions to your visuals as they are almost always read.

19. In the case of ads and mailings, have you restated the benefits near the coupon or phone number? Or at the checkout for your website? For ads and mailings people sometimes rip out coupons to complete later. If they can't remember why they did so, it's a lost sale. Online it's at the checkout where they sometimes have a change of heart; your main benefit can keep them reassured.

20. In print and screen media, is your font easy to read? Newspapers use a serif typeface because it's easy to read. If you use sans-serif make sure there's enough space between the lines.

Copyright 2006 by Tony Brecher