Want to write the greatest print ad, radio spot, or TV commercial of all time? Well, there are two basic things you need to figure out before you craft your work of art:
1. What you want to say
2. How you want to say it
While it may seem easy, deciding “What you want to say” can be a difficult task. You need to figure out the single most important selling point of your product or service. Too many copywriters try to cram several selling points—or benefits—into the ad’s basic message. You need to focus on one selling point and only one.