The following points, known as the “six W's” of solid advertising copy, form your core message:

• Who you are and what your business does including logos or slogans to set you apart.
• What you provide in terms of products and services, amenities, guarantees.
• Where you are located, geographic areas you serve, plus a map or directions.
• When you're open for business, multiple phone numbers, emergency phone number or pager.
• Why a customer should buy from you, whether it be your product range, brand names, amenities, reputation or expertise. This is your story so tell it in a compelling way.
• WWW, i.e., your Web site presence to let customers interact with and learn about your business anytime day or night-even conduct transactions.