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How to Lay Out a Good Adby Carole Morgan, Editorial Director, Beeler & Associates Increasing competition, changing consumer spending habits and the continuing squeeze on profits has made it vitally important to get full value for your advertising dollar. Studies indicate that more people read larger-size ads; ads directed at their own sex; ads produced with color; and ads that tie-in with local or special news events. Here are some other time-tested suggestions for producing an ad that sells: Make your ads easily recognizable. Ads that are distinctive in their use of art, layout and typefaces enjoy higher readership. Try to make your ads distinctively different in appearance from your competitors — and then keep them consistent. This way, readers will recognize your ads even before they read them. Use a simple layout. The reader’s eye should be carried through the message easily — from headline to illustration to explanatory copy to price to your company’s name. Avoid the use of too many typefaces, all capital letters, overly decorative borders and reverse type. These devices are distracting and reduce readership. Use a dominant element — a large picture or headline — to increase visibility. Photographs and realistic drawings have equal attention-getting value, but action pictures of real people, especially local people or places, win more readership. Use a prominent headline with a benefit. The first question a reader asks is: “What’s in it for me?” That’s why you should feature the main benefit your goods or services offer in a compelling headline. Amplify this message in subheads, and always try to appeal to one or more of the basic desires of your readers: safety, fun, leisure, health, beauty, savings and popularity. “How to” headlines command high readership, as do those with specific information or helpful suggestions Use white space. Don’t overcrowd your ad. White space draws the reader to your ad and makes your headline and illustration stand out. Make sure your copy is complete, enthusiastic and sincere. Highlight the most appealing benefits, such as sizes, colors, design, performance, convenience and durability. Studies show that copy written in complete sentences is easier to read than copy composed of phrases and random words. Use a price. Dollar figures attract attention. Readers often overestimate omitted prices, so, even if the price is high, explain why it is a good value. If the price is low, support it with factual statements which create belief, such as a close-out sale or special purchase. Specify name brands. Manufacturers spend large sums to sell their goods, and you can capitalize on their advertising while enhancing your reputation by featuring these items. Include related items. Make two sales by offering related items with the featured one. For instance, when a washer is advertised, also show a dryer. Ask for the sale — now! Stimulate action with phrases like “limited supply” or “this week only.” Include all information. Always list your company’s name, address, telephone number and hours of operation. In a large ad, you should mention your name several times in the copy. Don’t be too clever. Readers tend to distrust cleverness in advertising and often misunderstand an ad. Headlines and copy should be straightforward. Don’t use difficult words. Avoid trade or technical terms. Always use simple language. Don’t generalize or make excessive claims. Be specific at all times. Facts sell. Don’t make claims you can’t back up. Go easy with superlatives and unbelievable values. If you claim your prices are unbelievable, readers are likely to agree. This is part of a series of “how to” articles on marketing
communications presented by Beeler & Associates (B&A), one of Long Beach’s
oldest advertising and public relations agencies. Topics will change monthly. For
additional copies, write to B&A at info@beelerusa.com
or call
(562) 597-9000.
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