How to Design better print ads
1. Headline: On the average, 5x more people read the headline as the body copy. If people like the Headline they will continue to read the body copy. The Headline is what pulls them in. The headline should be simple and clearly state a benefit.
2. News and headlines: Readers buy consumer magazines and newspapers to read the articles. If you have real news such as updates to your product or service or recent innovations make sure you put them in the headline.
3. Localize headlines: In local advertising, sometimes it pays to include the name of the city in your headline.
4. Speak to Your Prospects: When a specific group consumes your product; Flag them in your headline - mothers, bald people, business owners?
5. If the Reader is Interested THey Will Read Long Copy: Readership declines rapidly after fifty words, but continues steadily between 50 and 500 words. Potential buyers will read further into an ad. Spark their interest with the headline, Give them a reason to buy in the copy. We have included many articles from John E. Kennedy and Claude Hopkins on Writing Headlines
6. Before and After Ads: Before and after ads are above average at grabbing the consumers attention. Contrast tends to work well. Readers also seem to have an above average understanding of what the ad is saying.
7. Line Drawings vs. Photos: Photographs work better than Drawing almost allways. The Reader relates better to ads he feel are genuine. The photo should pull readers in and be directly related to the reason why they should buy your product or service.
8. Captions: Captions under photographs are read 2x that of the body copy. Never place a photo without a caption It helps make your ad look more like editorial which will increase believability and results. Because Associated Press Style requires captions under photos readers expect it.
9. Editorial layout vs. Addy Layout: The more the ad looks like the editorial in the magazine generally the higher the readership. The addy layout is much easier to get approved by the CEO of the company you are representing. A good ad agency will take the time to explain to the CEO that they know much more about their product that the consumer.
10. Test and Retest Readership has been known to increase with repetition. Continually test new ads against the old ones and run the winner.
Tags: Marketing
Related Posts: