Nine keys to effective restaurant ads

Credibility and conversational language key

4. For more credibility, make your ad look like news or an advertorial rather than a traditional ad. Educate readers in the advertisement so that they want to learn more and see you as an expert. Include a list of important points for the customer, such as “The five things you should know about eating organically in restaurants” or “Why it’s important to eat local produce.” There is a lot of competition for people’s attention these days. Don’t look like everyone else; stand out from the crowd.

5. Use conversational language that builds trust with prospects and great compelling copy. If you need to, get someone to help; it’s worth the investment to get it right. Have a reason for your offer: “To celebrate our grand opening,” “To welcome a new member to the team,” “It’s our birthday.” Create a bond with the reader, showing that you understand their issues. Relate to them emotionally and make them want to read the next line. The better you understand your customers, the better, more effective copy you can write. Use imagery and paint a picture so that the reader can imagine himself using your services so well that he is almost already there in his mind.

Get personal. Add a photo of yourself, not just of the business, and write your advertisements as if you were writing to one person, not to an entire group. People want to know there is someone behind the service, that someone else is thinking about them. Remember, creating a relationship provide a competitive advantage over the competition.

6. Have a clear call to action that tells the person exactly what to do: “Call 222-222-2222 for a reservation.” “Book now, seats are limited.” Add an expiration date to any offer, which will create a sense of urgency and encourage people to act.

People are very good at following instructions, but surprisingly inept if you don’t tell them exactly what to do. Give them clear and very specific instructions—“Call now,” “Book your table,” “Tell your friends”—and tell them to bring in a copy of the ad. The call to action must be easy to understand and do. If anything is confusing or difficult, people just won’t do it.