Developing Developing A Successful A Successful

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Developing Developing A Successful A Successful

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Write an Effective Headline

FACT: Approx. 80% of people who look at a print ad only read the headline!

–Stress the benefits!»Ask a question»Pose a challenge»Make a promise

Create a Compelling Copy

• Copy’s should…– Be viewed as a conversation (written

in a personal manner)– Be Simple and direct– Appeal to the senses– Tell the who, what, where, when, why

and how (the facts!)

Include Illustration

• Transmit a message through graphics that cannot be expressed through words

Can show…– What the product is– How the product works– Elements/special features of the

product– use of or need for the product

Get Recognition through signatures and slogans

A well-known signature gets instant recognition

Includes…– Name of company– Logo/symbol– Slogan

Use appropriate COLOR

Color ads can increase readership by as much as 80% over black and white

BUT…adding colors can increase costs by as much as 35%

Is it worth it?

Select the right Type• Choose carefully when using BOLDS, Italics and underlines

• Limit the amount of typefaces (different types of fonts)

• Use size to emphasize and/or deemphasize