Almost all gemologists and jewelers will occasionally need to write effective advertising. Well-designed advertisements will succeed. Professionals use advertising formulas to create ads. So can you. I’ve used two approaches well-suited for print and online ads as well as large displays for gems, jewelry, and related services. “ADC” stands for Attention, Desire, and Call to Action. “FAB” stands for Features and Benefits. This article is an introduction for gemologists and jewelers with no background in advertising.

Attention: The First Step To Effective Advertising

Consumers notice advertisements that stand out in a crowd.  To accomplish this with your ad, you’ll need an eye-catching heading and ad design.

How To Write A Heading

An attention-grabbing heading is critical for effective advertising. When people scan ads, they’re usually just looking at the headings. Wording is important. A well-written heading will get people to read the body of the ad.

Before you choose a heading, look at what your competitors are doing. If their ads start with simple headings like “for sale,” your job will be easy. Gemstone names, like “diamond,” “sapphire,” or “emerald,” grab a reader’s attention. Put them in your heading. If your competitors are using gemstone names, try adding…