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: Consumers read news stand magazines or news papers to get news. Real news or innovations can be placed in the headline, consumers may even find it a service. They very well could increase readership.
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 advertisements get better than average readership. The contrast seems to work well. Consumers tend to comprehend them well.
7. Photographs vs. drawings: Photographs work better than Art almost all the time. People like to feel thins are "real." The photograph should help pull readers in. Plus it must be pertinent to the product you are selling. The photograph must have story appeal.
8. Captions: Captions under photographs are read 2x that of the body copy. Never place a photo without a caption It helps make your ad look more like editorial which will increase believability and results. Because Associated Press Style requires captions under photos readers 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 is the CEO of aAdvertising Agency In Cleveland Net Advertising Group can help you increase the response rates on your print advertisements.Plus use SEO to further increase your ROI
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