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| Better Print Advertising |
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| Written by Dennis Gartland II |
| Monday, 04 August 2008 09:00 |
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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 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 AfterAds: Before and after ads are above average in grabbing the readers attention. Contrast seems to work well. If then seems to be well understood by the consumer. 7. Photos vs. Art: Photos work better than drawings most of the time. Consumers prefer to feel things are "genuine." The photo should help pull readers in. It must be related to the benefit of to the goods you are selling. The photograph has to have story appeal. 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. About the Author: Dennis Gartland can help you increase the response rates on your magazine advertisements.You Can Contact Dennis Gartland thourg his Ad Agency www.netadvertisinggroup.com You can get a unique content version of this article from the Uber Article Directory. Kindly provided by LJ-Marketing.dk You are welcome to use this article on your own website, if you include the link just before this text. |
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