Start with a powerful headline that will attract the reader's eye to your ad. Use relatively short phrases with action words related to your promotion. The use of humor, questions, seasonal references or popular cultural phrases can be effective as long as they are readily understood by your audience. If the ad is part of an ongoing promotion or one of several used in various media outlets, keep your headlines consistent. Make sure the headline is presented in a very readable font.
Write a concise presentation of your promotion, sale or marketing message. Although your newspaper audience is interested in reading articles, they won't necessarily read your ad. Make sure the message you are trying to communicate is short and straightforward. Use bullet points rather than sentences. Highlight or bold recognizable brand names and promotion offerings. Include a call to action such as "call now," "visit our web set," or "bring in this coupon."
Choose typefaces and graphics that will reinforce your brand. Limit your fonts to three at most to give your ad a clean look. Make sure they are very readable and reflect the tone of your ad, whether classic and sophisticated or funky and trendy. Consider using elements of your logo or simple illustrations and photographs that can be repeated through multiple ad runs and media outlets to offer greater brand recognition.