How do you begin an advertisement? Using the same message I learned in college while majoring in advertising, and later on, while being trained as a U.S. Navy journalist, I will now pass the instruction on to you.
In the news and advertising business, we have bedrock questions that get both newspaper writer and copywriter going. They are called the "Five W's": Who, What, Where, When, and, Why. For a news journalist, the 'Why' part is the most elusive to answer; for an advertiser, 'Why' is the primary 'W' and it had better be the easiest to answer.
Let's go through the "Five W's" in some detail and you'll see how they apply to advertising your product.
