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How to Design better print ads

Jul 31, 2008
1. Headline: On the average, five times more people read the headline than the body copy. If consumers like the Headline they will go on to read the body copy. The Headline is what brings them in. The headline must be easy to understand and state the reason why the consumer should continue on and read the body copy.

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. Localize headlines: In local advertising, sometimes it pays to include the name of the city in your headline.

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. 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.
About the Author
Dennis Gartland can help you increase the response rates on your magazine advertisements.
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