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Headline |
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- A good headline
must state what benefit the reader will receive by looking further. This must be clear and immediate or some readers
will pass over in search of what does interest them.
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Ilustration |
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- A picture says a thousand words. The right graphic can be an illustration of
your product or service, or it can be something that shows how the reader will
feel about owning or using what you have to offer. A graphic should be large enough to top the
eye and create interest.
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Body copy |
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Your
wording must cover off the 5Ws to make sure you don’t leave a reader
confused.
- Who – is
going to benefit from this offer? Is it
me, or is it really for someone else.
- What – is this offer going
to do for me, what is it?
- Where –
do I have go or be to receive the benefit
- When –
can I reply anytime, or must I act now?
- Why – should
I act on this message?
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Call to Action |
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- Make sure to let the reader know what they
should do next.
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Identification |
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- Your
ad should conclude with logos and all the contact information the reader needs
to reply. Maintaining a consistent look
and feel in your ads is also part of identification. If your look is consistent, readers will
learn to identify you at a glance and that helps build confidence.
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Are you using colour? |
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- Photographs come to life in full colour and photographs really connect
with the audience. If you are using one
colour, make sure it is used to draw the eye to the key element of your
ad. Putting colour in a border pulls the
eye to the border when in fact your important message is inside the ad
somewhere.
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