First of all keep in mind before you even start writing that an effective newspaper ad has to work right from the first line. If the first few words are not catchy then nobody will give you a second chance and go ahead to read the next sentence.
The first step to take is to work on your headline. It must have an impact and grab the readers attention, inducing them to continue reading. If you do not know where to start, try browsing through some articles and pick up some headlines that grab your attention, then work around these for ideas.
Once you have created a headline that will have a positive impact on the public you can move on to create the opening paragraph and body of your article. To keep the readers attention alive you must give them what they expected from your headline and let them know that what they are about to read will give them something that is useful for them personally. Make sure you make it clear that if they read on they will find a solution to their problem or need. Do not give them the solution straight away, entice them to read on and find out what it is. Just let them know that this will really make a big difference to them and they have to read on to find out what to do.
Once you have convinced the readers to go on reading the whole article you have come a good way towards attracting potential customers, but you still have a little way to go. You will need to persuade them that they still need more information and that they can only get that information from you. Make them an offer they cannot ignore to motivate them to check out your business or service. This can be a discount or free service for new client, anything that will spur them on.
Now you should provide information on what they should do in order to contact you. Be specific and make it easy for readers to purchase products or services from you. Give them clear instructions that are user-friendly. Avoid confusing your readers, make it simple and straightforward.
Add any essential information about your business and products or services you propose. Include your address, e-mail, phone and website address and any other information that can make contacting you easier.
Last but not least, check your spelling and grammar before you publish your article. If you cannot even spell how will your potential customers trust your credibility? Once you have published your ad, it is fundamental you test its efficiency and effectiveness. This will help you for future advertising in newspapers and will also help you decide in which newspapers to place your ads and on which day of the week.