1. Promise a benefit to the reader in the headline.

Make sure people know what you're selling. Studies show that 93% of those reading an ad in a magazine or newspaper will only read the headline.

Create to-the-point headlines—To find out if you have an effective headline, cover up the whole ad except for the headline…does it explain itself?

Make the offer stand out—If you are offering a special or discount, it must be in the headline to get great response!


2. Use a photograph of a person to draw the reader into the ad.

Studies show that if there is a picture of a person in the ad, the readership of that ad increases by 25%. When a reader see's the face of the person they'll be doing business with, they will feel more comfortable hiring you for your services. People are also curious about who is the owner or manager of a business. Let them know with your friendly face!




3. The use of white space is important to make your ad stand out.

Don’t fill up the entire ad with information. It’s hard on the reader's eyes.

Avoid reverse-outs—Reverse-outs occur when there is white text on a dark background. They may attract attention, but the reader will go right past them because they are hard to read. Studies show that response will go down 25% if you run the ad in reverse text.



4. Keep it simple. People are over-stimulated.

Clean, simple ads draw people to them because they are easy on their eyes and minds.

Avoid all capital letters—Capital letters are hard to read. Our eyes have not been trained to read things in all capital letters.



5. Have a call to action in the ad.

Congratulations! You have succeeded to do what 93% of all advertising has failed to do—the reader has viewed the whole ad! A call to action is asking the reader to do something. For example: "Call today to make your appointment" or "Stop in and visit us today." You have 50,000 chances to ask people to do something…why waste the chance?