Headline: 5 times more people read the headline than will read body copy. If the reader likes the Headline they will read the rest of the ad. The Headline is what sparks their curiosity. It should be simple and clearly why the product interests the individual.
News and headlines: People read consumer magazines and newspapers to get news. If you have genuine news such as product updates or new innovations by all means put it in the headline.
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.
Speak to Your Prospects: When a specific group consumes your product; Flag them in your headline - mothers, bald people, business owners?
If the Reader is Interested THey Will Read Long Copy: Readership declines rapidly after fifty words, but continues steadily between 50 and 500 words. Potential buyers will read further into an ad. Spark their interest with the headline, Give them a reason to buy in the copy. We have included many articles from John E. Kennedy and Claude Hopkins on Writing Headlines
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.
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.
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.
Editorial layout vs. Addy Layout: The more the ad looks like the editorial in the magazine generally the higher the readership. The addy layout is much easier to get approved by the CEO of the company you are representing. A good ad agency will take the time to explain to the CEO that they know much more about their product that the consumer.
Test and Retest Readership has been known to increase with repetition. Continually test new ads against the old ones and run the winner.
Put a link to your website such as "Priva" on the online version and type out the address on the print version
News and headlines: People read consumer magazines and newspapers to get news. If you have genuine news such as product updates or new innovations by all means put it in the headline.
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.
Speak to Your Prospects: When a specific group consumes your product; Flag them in your headline - mothers, bald people, business owners?
If the Reader is Interested THey Will Read Long Copy: Readership declines rapidly after fifty words, but continues steadily between 50 and 500 words. Potential buyers will read further into an ad. Spark their interest with the headline, Give them a reason to buy in the copy. We have included many articles from John E. Kennedy and Claude Hopkins on Writing Headlines
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.
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.
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.
Editorial layout vs. Addy Layout: The more the ad looks like the editorial in the magazine generally the higher the readership. The addy layout is much easier to get approved by the CEO of the company you are representing. A good ad agency will take the time to explain to the CEO that they know much more about their product that the consumer.
Test and Retest Readership has been known to increase with repetition. Continually test new ads against the old ones and run the winner.
Put a link to your website such as "Priva" on the online version and type out the address on the print version
About the Author:
Dennis Gartland is the CEO of a Cleveland Ad Agency Net Advertising Group can help you increase the response rates on your print advertisements.Plus use Search Engine Optimization to increase your ROI
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