How Can I Write Ads that Speak to the Heart?

Open your ads with a big, emotional idea.

Save the details for your web page.

Use parallel structure if you can.

Parallel structure is a writing technique that uses similar grammatical constructions to express related ideas. Patterns of words, phrases, or clauses that are repeated show that your selected ideas are of equal importance. Parallel structure uses clarity and rhythm in writing to create a balanced and harmonious flow.

It is how you can sing to the heart without music.

Parallel structure is a poem that doesn’t rhyme.

Parallel structure is a song without music.

This is parallel structure…

Natural diamonds are rare and wonderful.

Especially when they are perfectly proportioned. 

If you are going to ask a rare and wonderful woman

to marry you, be sure that her engagement ring celebrates

a rare and wonderful, perfectly proportioned,

Earthborn natural diamond.

This diamond was born when the earth was formed.

It has been waiting millions of years to be the

undying symbol of your love.

An unspeakably rare and wonderful diamond;

for an unspeakably rare and wonderful love:

Earthborn natural diamonds. Available in only the finest stores.

Visit earthborndiamonds.com to find

the earthborn diamond jeweler near you.

Born, celebrates, waiting, undying… 

“Natural diamonds are rare and wonderful. Especially when they are perfectly proportioned.” 

1. I suggest Earthborn Diamonds as a name to consider because:

(A) the name clearly indicate that these are natural diamonds.

(B) anything that is “born” is alive.

(C) Your engagement ring also comes alive when it “celebrates” the Earthborn Diamond it holds.

(D) I own the domain name.

2. Let’s examine the central stanza of this 5-part, 4-stanza* song of love:

“This diamond was born when the earth was formed. It has been waiting millions of years to be the undying symbol of your love.”

(A) “Earthborn” is explained in that opening sentence.

(B) “waiting” is the third activity that only a living thing can do, and fourth,

(C) to be “undying,” a thing must be alive, like this diamond, and your love. 

3. “Rare and wonderful” is repeated 5 times in just 30 seconds.

(A) It describes the Earthborn diamond.

(B) It describes the woman you love.

(C) It describes the love that the two of you share.

4. This love song employs a writing technique known as parallel structure. 

(A) The diamond, the woman, and your love all share specific attributes, and

(B) twice the ad tells us that these diamonds are “perfectly proportioned.”

(C) Due to the recurrent, parallel structure of the ad, “perfectly proportioned” will trigger the mind of a man to think of the perfect proportions of the women he loves. But he will do this on his own, in the private chambers of his mind.

5. When you want to attract a man to your diamond brand,

(A) speak about the properties of the diamond

(B) as an echo of the properties of the woman.

(C) He will choose your diamond because he associates it with her. 

* We open with a half-stanza followed by three stanzas, then close with a half stanza. Our 30-second ad is a poem without rhyme, a song without music.

Roy H. Williams

Sensei Gary Engels gives business people the discipline and a sequence of steps that always lead to lasting success. His wisdom was not gained in business school but was forged from decades of success on the karate mats. “Sensei Gary” is a successful entrepreneur, an app creator, and a fourth-degree black belt. Having witnessed his deputy reporter Maxwell continue to thrive in business after achieving his black belt at the age of thirteen, roving reporter Rotbart can testify that the skills required to earn a black belt are the same ones that can be used to build a business into a thriving enterprise. The contest is about to begin at MondayMorningRadio.com