• 1. Using as few words as possible, list for your imaginary buyers all of the ways your product will help them meet their important emotional or physical needs. In other words, why should someone buy the product? You should list at least TEN reasons for buying the product.
  
  
• 2. Now, of all that you’ve listed, which is the most powerful, most desired benefit? (Remember that this will be your major benefit statement.)
  
  
• 3. What is the one statement about this benefit most likely to attract attention and encourage consumers to buy the product. (Remember that this is the basis for your headline.)
  
  
• 4. Now list supporting details to substantiate the “most desired benefit” mentioned above. That is, list the details that support your claim that consumers should buy the product. (These will form the basis of the supporting claims contained in your body copy.)
  
  
• 5. Now list the last thing you will say to encourage your buyer to go out and buy your product. (This will be your closing argument and call to action, which will conclude your body copy.)
  
  

II. Based upon your outline, write your advertisement, including all of the components of a good advertisement as discussed in lecture.

III. After the advertisement is written, be sure to note on your paper what kind of illustration you’re using (using the list of possible illustrations we covered in class) as well as what kind of headline you’re using.

• Rules of grammar and punctuation
  
  
• Grammar terms
  
  
• AP style tips
  
  
• News writing tips
  
  
• Rules for using quotations
  
  
• Broadcast style tips
  
  
• Tips for writing advertising copy