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: Readers buy consumer magazines and newspapers to read the articles. If you have real news such as updates to your product or service or recent innovations make sure you put them in the headline.
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. Purchasers Read Long Copy: Non Buyers quit reading by the 50th word, between 50 and 500 words are where you must sell the product to potential buyers. They will read longer into an advertisement. Get their interest with the headline, Give them a reason to buy in the copy. Make sure the copy sticks so they do not substitute brands when they get to the retail store.
6. Before and AfterAds: Before and after ads are above average in grabbing the readers attention. Contrast seems to work well. If then seems to be well understood by the consumer.
7. Photos vs. Art: Photos work better than drawings most of the time. Consumers prefer to feel things are "genuine." The photo should help pull readers in. It must be related to the benefit of to the goods you are selling. The photograph has to have story appeal.
8. Captions: Twice as many people read the captions under photographs as read the body copies. Never place a photo without a caption. Because Associated Press Style calls for captions under photos people 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.
About the Author:
Dennis Gartland is the CEO of an Ohio Advertising Agency Net Advertising Group can help you increase the response rates on your print advertisements.Plus use SEO to further increase your Results
No comments:
Post a Comment