10 Things I Know About Writing Print Advertising
Caleb Harris of Worcester has 25 years of experience collecting and cataloging examples of print advertising. He can be reached at harrisadman@aol.com.
10. Promises, Promises
Offer a big benefit — something that people want and something that is easy to get. Make the benefit big, believable, and easy to comprehend.
9. Strong Design
Layer your ad like this: illustration, headline and ad copy. Readability experts know that is the normal order of scanning. The eye is a creature of habit. Ads that do the best job of transferring attention into interest are those that mechanically make it easiest for the reader to read.
8. Attention Grabber
More than anything else, headlines determine the success or failure of an ad. Long headlines sell better than short; and always associate the product and main sales point in the headline.
7. Copy That
You want to interest readers with your headline, but you want to convince them with the body of copy. In short sentences and short paragraphs, tell your customer specifically what your product will do for him or her.
6. Tier Two
Subheads, the type under a headline, strengthen an already powerful headline and reinforce the message.
5. Cross Purposes
Use section breaks, known as cross-heads, to give breathing space to your copy and make it more readable.
4. In Use
A demonstration of a problem and its solution is entertaining. Your prospective customer will stop, look and read because he or she identifies with the subject and the situation.
3. Fully Committed
Studies have shown that the ads that make it easier for consumers to take action are more likely to succeed. Include an element, like a coupon, that makes it easier for the reader to commit.
2. Less Is More
Keeping your ad simple and easy to read will improve your chances of attracting attention.
1. Powerful Prose
Tried and true words such as “amazing,” “introducing,” “now,” and “suddenly,” never go out of style. But the most power word of them all will always be “free.”
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