Whether your goal is to get a sale or to get a response that leads to a sale, advertising is an important way to generate leads. To make your advertising pull in customers, follow these four tips to create successful ads.

1. Set Clear Goals.
   Before you begin your ad, set clear goals and ask yourself some questions:
     · Who is the audience for your ad?
     · What do expect the results to be from this ad?
     · Where is this ad being placed?
     · How will you measure the success or failure?
   
   
2. Choose Your Audience.
   If you have a very specialized product/service with a very small niche you already know who your market is. However if you have a variety of potential customers, you need to decide who you are trying to reach with this ad.
   
   
3. Set an Objective.
   Before creating your ad, write a brief sentence like: "After reading this ad, I expect (these types of customers) to (take this type of action)." As you write your ad, refer to this objective to ask yourself whether the ad copy would make people respond as you intend.
   
   
4. Use Graphics that Complement Message.
   Add graphics that support your ad's objectives and message. Graphics can add character and emotion to an advertisement but misuse of graphics can confuse the reader.