Promotion, Small Business

Make it Pop!

By Carmen Ventrucci

October 27, 2021


There are 5 major components to good advertising copy: (The order of these is essential to success)

  • Command Attention
  • Showcase Benefits of Products/Services
  • Prove the Benefits
  • Persuade People to Embrace the Benefits
  • Call to Action

Advertising is sales in print. And is found everywhere (landing pages, social media, publications, etc.) So, you need to think about the unique benefits your products/services offer and showcase that in a persuasive way. You need to emphasize results, not features.


What do I mean by emphasizing results?  Here is an example.  My phone has a wonderful camera. It has all sorts of amazing technological features that capture amazing photographs.  You’ll notice that I’m not listing those features here because that isn’t what I really care about.  The benefit is that I can grab my phone at a moment’s notice and take an amazing photo of my subject, my kids, or a beautiful sunset.  I care about the result, the benefit of capturing quality memories, not necessary the technology featured to achieve it.


Let’s take a minute to talk about each of these components:

  • 1. Command Attention: This is usually accomplished with the headline. You need an attention-getter that makes people want to know more about your products/services. The best headlines give a vivid portrayal of the benefits or show how a problem can be avoided with your products/services. The headline is the advertisement for the advertisement.


  • 2. Showcase Benefits: You have to showcase the benefits of your products and services and, more importantly, show how they will solve or prevent a problem. They need to know what’s in it for them. Include useful, factual and clear information to show precisely what the benefits are and how they are going to help the customer.


  • 3. Offer Proof: This is where you prove what the advertisement is offering. You need to establish you have a method to deliver. Consider information that establishes credibility and past performance.


  • 4. Persuade: You need to add compelling reasons for your potential customers to purchase your products/services. Use a hard sell approach and create scarcity. This will enact your potential customers to feel like they have to act now. Which leads into the last component.


  • 5. Call to Action: You need to compel your potential customers to DO something. They need to check out your site, sign up for your newsletter, purchase your products, contact you about services…something.  Offer a freebie - a booklet, sample, product, bonus, demo, consult, limited time price…the list goes on. There are lots of ways to get potential customers excited about ordering and help them feel like they are getting an amazing deal.


Good advertisements include all of these components and are not complete without any of them. You can sit down and think through any one of these components, then figure out how to best place them together for the most effectiveness.

 Carmen Ventrucci’s motto is Follow Your Road. She knows small business owners create their business so they can make an impact for their clients, community, family, and life. 


Nicknamed by her clients as ‘The Girl with the Golden Shovel’' due to results, Carmen helps her clients scale and grow their business so they can magnify their impact. Carmen is a small business consultant based in St. Paul, MN and serves clients across the USA with her company, True SISU Life, LLC


See how Carmen’s Golden Shovel can impact you at

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