5. Photos/Graphics: Illustrate The Benefit Stated In The Headline
First let me point out that your graphics, as beautiful as they are, are not what sells your ad. Hundreds of successful ads have used words alone to get their message across. Contrary to popular belief, it is the words - not the pictures - that do most of the selling in an advertisement.
If you do use a picture, try to make it illustrate the benefit stated in the headline. One effective way to do that is by using before-and-after photos.
Tide uses them, the before shot showing a muddy T -shirt - the after shot showing the same shirt made brighter and whiter with Tide. Slim Fast uses them too, first showing a chubby Tommy Lasorda, then a slimmer, happier version. Another way to use visuals in an ad is to appeal emotionally to the reader. An ad asking for a blood donation shows a close-up face of a sad little girl looking directly at you. The picture works well with the headline, which reads:
"How do you tell a 4-year-old she may never be 5?"6. Body Content: Expand The Theme Of The Headline In The Lead Paragraph
The ad for the Easton Press begins:
"The finest Moby Dick you can find is the Easton Press leather-bound edition. Now, own this luxurious book (a wonderful value at its regular price of $39.50) for the price of a paperback - only $4.95 - with no further obligation."
Note the interesting choice of the word luxurious to describe a book - meant to convey an image of high quality.
An ad for the Wall Street Journal has the headline:
"How to Succeed in Business...And Investing".
The first paragraph begins, "One sure way to succeed in business is to make smarter business decisions. And one of the smartest business decisions you can make right now is to subscribe to the Wall Street Journal."
Don't lie or stretch the truth in your ads!!
Besides being unethical, it's unprofitable for you and your company. I can't stress this enough! Be sincere, informative and helpful. It comes across to the reader and they'll believe what you've written.
7. Writing Style: Make Your Ad Interesting
People will only read your ad as long as it appeals to them. The style should be crisp, lively and light. The copy should have rhythm and clarity. But great style won't save an ad without substance.
Here are a few ways you can add interest to your advertisements:
- Speak directly to your reader's needs and desires
- Tell a story
- Tell about people
- Write in a personal style - warm, helpful and sincere
- Use testimonials
- Offer a free gift, brochure or sample
- Provide useful information or news
- Address major issues - beauty, health, security, education etc.
- Answer important questions your readers have on their minds
Here are some sure-fire ways to make your ads boring:
- Focus the copy about your company, its philosophy, or its success
- Write copy that gives features of your product rather than its benefits to the consumer
- Tell readers things they already know
- Write all sentences the same length (varying sentence length adds snap to writing)
- Present facts without showing the reader how these facts relate to his needs
8. Layout: Make It Easy On The Eyes
Here's a brief list of layout dos and don'ts:
Do:
- Use one central visual
- Set the headline in large, bold type
- Set the body copy in clear, readable type
- Use spaces between paragraphs to enhance readability
- Use subheads to help draw the eye through the text
- Keep paragraphs short
- Use simple visuals without too many elements that confuse the reader
Don't:
- Set headlines and blocks of copy on a slant
- Use tiny type (smaller than eight-point)
- Use long, unbroken chunks of text
- Overuse circles, bursts, arrows and other techniques that call attention to the fact that the ad is an ad
- Use poorly executed or reproduced artwork or photography
9. Now, Clearly State The Buying Process:
Make sure the copy provides enough Information To Take The Next Step In The Buying Process.
