How to Design better print ads

By: Dennis Gartland II

1. Headline: 5 times more people read the headline than will read body copy. If the reader likes the Headline they will read the rest of the ad. The Headline is what sparks their curiosity. It should be simple and clearly why the product interests the consumer.

2. News and headlines: People read consumer magazines and newspapers to get news. If you have genuine news such as product updates or new innovations by all means put it in the headline.

3. How many words in a headline? Research conducted with cooperation from a large department store found that headlines of ten words or longer sold more products than short headlines. In terms of recall, headlines between eight and ten words work the best. On average, long headlines sell more goods than short ones - headlines like David Ogilvy's "At 60 miles an hour, the loudest noise in this new Rolls-Royce comes from the electric clock." have been remembered for years.

4. Speak to Your Prospects: When trying to reach a specific groupt; Speak to them in your headline - Parents, bald people, CEO's?

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: Twice as many people read the captions under photographs as read the body copies. Never place a photo without a caption. Because Associated Press Style calls for captions under photos people expect it.

9. Editorial layout vs. Art Layout The more an advertisement looks like the editorial in the magazine the higher the readership on most occasions. The art layout is much easier to get by the President of the company you are representing. A good agency will take the time to convince the CEO that he knows 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.

Article Source: http://www.bigfreearticles.com

About the Author:
Dennis Gartland can help you increase the response rates on your magazine advertisements. Get a totally unique version of this article from our article submission service

Tags: business, sales, advertisng, marketing, magazine ads, print ads, business, sales, publishing, magazine, newspaper, home based bussiness, business

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