Get Greater Results From Your Print Advertising
by: DennisGartlandII |
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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: 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. 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. Buyers Will Read Long Copy: Readership falls off rapidly up to 50 words, but drops very little between 50 and 500 words. Potential buyers will read longer into an ad. Peak their interest with the headline, and then sell them in the copy.
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. News layout vs. Art Style Layout The more the ad looks like the news in the publication generally the higher the readership. Though people do tend to look for the ads in trade publications. The arty layout is much easier to get approved by the client A good ad agency will take the time to explain to the client that the ad must have long copy to make sure the consumer buys the product.
10. Test and Retest Readership has been known to increase with repetition. Continually test new ads against the old ones and run the winner.
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Dennis Gartland can help you increase the response rates on your magazine advertisements. Grab a totally unique version of this article from the Uber Article Directory
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