The Secrets of Good Print Advertising
June 25, 2012 § Leave a comment
To create an ad yourself Duncan McAdams, of market storm, says, “The headline of any advert really is the MOST important part – you must engage the reader to read on. You don’t need to be smart or clever just get them interested.” He says that headlines can be broken down roughly into three types: self interest, news and curiosity.
He says that your headline makes the reader want to read on. He suggest you need to make it sexy, interesting, challenging, or address a problem. He gives these tips on creating headlines:
- Use Longer Headlines, Rather Than Shorter Headlines
- Use an Easy-To-Read Font
- Place The Headline At The Top of The Page
- Use Bold or Underlining to Stress Words
- Avoid Using All Capital With a Long Headline
- Avoid Being Negative, Boring or Meaningless
- With Long Headlines, Make Non Essential Words Smaller, Essential Words Should Be Larger
Read the full article on part 1 of Secrets of Good Newspaper and magazine Advertising for YOUR Business here: marketstorm.co
To create an ad yourself Duncan McAdams, of market storm, continues explaining, “The next important part of a good advert is the text or copy. Here are 3 different ways you can keep the reader’s interest and by using these tricks/secrets/techniques you will get excellent response.” He says that effective copy or text can be broken into three styles of advertising: straight to the point, tell a story, or facts & figures.
McAdams suggests that you know your audience and he offers a quick list of do’s and don’ts for writing copy:
- Use testimonials from happy clients.
- Don’t be afraid to blow your own trumpet – loudly.
- Include a “call to action” – buy now, call us today, be quick.
- Use limited offers.
- Long copy works better than short copy.
- Emphasize your unique selling proposition.
- “No copy” is a waste of time – your contact details and two words.
- No humour – no body buys from a clown unless you are a clever clown.
- Oh so you are a smart cookie – don’t be clever – you are not entering a writing competition and only one other person in the world will understand.
- No poetry – ’tis for poets – stay away.
- Don’t make outlandish claims or tell whoppers unless you are selling “whoppers”.
Read the full article on part 2 of Secrets of Good Newspaper and magazine Advertising for YOUR Business here: marketstorm.co