Copywriting Tips for Print Ad Headlines

It is very, very often said that you should spend at least ten times the amount
of time copywriting a headline for a banner stand, print ad or trade show displa
y as you do writing the body of the information. However, if you don't understan
d exactly what you re trying to do in your print ad, you can spend 500% more time
on the headline compared to the body copy and still not turn out something that
will interest consumers. Today we are looking at some examples of print ad, bann
er stand and floor graphics headlines, and picking apart exactly what makes them
great. Hopefully you can find a way to apply the principles to your own banner
stands and advertising!
How to Write Headlines - Surprise and Persuade

Copywriting tips on how to write headlines that grab attention and persuade.
Copywriters can do this by using surprise, testimonials and long headlines
Some headlines have shock/surprise value. Also known as the 'twist' that comes f
rom putting together two very different concepts. This is a great way to lead th
e consumer into reading the entire advertisement. But the writer should make sur
e that the body copy explains the headline straight away. Readers don't have all
the time in the world to find out and may not read on.
Writing Headlines That Surprise
Here s one of the headlines that appeared in an ad campaign for a restaurant.

The shock or surprise element draws the reader into the body copy which goes on
to explain that the not so fresh fish is thrown away to the hotel cat. So if the
customer orders his favourite salmon dish and the fish is not up to the mark, h
e doesn't get it. To make sure the fish is fresh, the Chef goes to the market hi
mself.
The big idea here is to give a twist to the traditional role of the chef.
In the same shocking and intriguing vein is this headline for a very popular res
taurant that was saying farewell to its customers:
This is the last thing we ever wanted you to see.

Ads, Writing Effective Print

PRINT ADVERTISING COPYWRITING AND LAYOUT: A PRIMER

Layout of a Print Ad
- Headline - Draws attention, telegraphs benefit
- Subhead - An optional elaboration of the headline, designed
to explain while further drawing the reader into the ad.
- Body Copy - Sells by stressing the benefits (versus
merely the features) of the product
- Signature - Optional slogan and logotype of the sponsor
- Mandatory - Required disclosures, terms and conditions
listed at the bottom.
- Illustration - Although optional, photos, graphics, illustra-
tions draw attention to ads and can show the product. When
a service is involved, illustrations generally feature the
benefit, rather than the product itself.
Headlines
- Should be functional by getting the reader into the copy.
Heads need not be cute, memorable, witty, dramatic or even exciting.
- 5 to 15 words is reasonable
- Should be graphically balanced with other ad components--
generally up to one-third of the entire space (Rule of thirds:
l/3 for headline; l/3 for illustration, l/3 for copy and
signature.)
Body Copy Content
- Should contain description of the offer (size, colors,
materials, cost); benefits of the offer; and proof of the
claims (in case of comparisons, for example).
- Should lead the reader to action: What are they to do? Call,
visit, buy? Ask for the order! Create a sense of urgency!
- Should include enhancements or items that reduce risks.
- Mention money-back guarantees, warranties, payment facilitating terms
(e.g. pay with Visa or MasterCard), options (sizes, etc.),
incentives or savings to received.
- Avoid needless background, self-legitimizing copy about
the company (unless relevant to the sale).
- Never write negative copy--positive copy gets better results.
- Mention things such as pollution or inflation only if you can
solve the problem; don't ask readers to put themselves in a
negative situation.
- Be wary of comparisons -- and never run down the competition.
- Stress how your product is superior to others; make sure you
can back up such claims if challenged.
- Humor is tricky -- and its effectiveness can wear out after
two or three exposures. Humor can offend, or evoke a negative
response if people are not in the right mood. Humor generally
does not work with business or professional audiences.
- Use technical language sparingly, unless essential to reach
your audience. Avoid needless jargon.
- Whenever possible, use drama. Don't lecture your audience.
Body Copy Writing Style
- Use active voice.
- Talk to your audience. Write to "you" -- avoid "we," "they,"
and unclear generalities (e.g. Pilots who have problems
with..."
- Short copy generally works best (But there are important
exceptions to this rule! Especially for "high involvement"
products such as big ticket items, new technologies, and
direct mail solicitations where want a lot of informaton.)
- Keep all paragraphs as short as possible -- no more than 4-6
lines of set type
- Use bold subheads and numbered/bulletted lists to break up
the sea of type.
- Vary sentence length. One-word sentences and sentence
fragments are acceptable: And, there's more! Today!
Type
- Roman (serif) type like this is more readable than sanserif
type.
- Headlines have been shown to be more readiable if set in upper and lower case
(not all caps) in a typeface appropriate to the product/organization/
situation.
- Use short, bold-face lead-in words, underlining or italicize
words or phrases to create interest. Or, indent some
paragraphs to add interest. But don't over use such devices.
- Adopt a standard typographic look -- and stick with it.
- Avoid common problems:
. Reverses -- white type comes out of photo or dark background
. Overprints -- dark ink over photos or dark background
. Excessive capitalization -- disrupts eye flow
. Italics or script type -- except to emphasize a word or phrase.
. Extremely long lines of type (65 characters per typeset line
or more) -- unless you don't intend to have it read.
Illustrations
- Should work together with the copy.
- Be sure the illustration has a caption which draws the reader
into the illustration and explains the benefit. (Don't merely
use a label.)
- Use secondary captions ("call outs") to highlight special
features, especially in product photos.
Whenever possible, show action or a product in use (rather
- than a static product shot). Feature people (or other
living beings, such as dogs) whenever possible.
- Photos generally are most effective compared to illustration
or no artwork. However, illustrations can be effective
in technical presentations, or where photos are difficult.
- Single illustrations that dominate the page will increase
readership. Multiple photos (such as insets) are
acceptable and can be effective if the space is large enough
and they help tell the story.
The Ad Production Process
- Concept
- First "rough" layout (pencil sketch by copywriter)
- Second "refined" layout (loose, properly sized sketch by artist)
- Comprehensive layout (tighter, actually sized sketch with
illustration, before typesetting, or final production on the computer)
- Final photography or special production activities
- Mechanical
- Engravings [Optional - if multiple copies needed]
- Distribution to Media

Features of Good Ads

- Appearance of good taste
- Easy to read
- Headline gets reader into copy
- Illustration is appropriate to product and the mood
- Balanced layout
- Informs reader of the action to take.
Three keys to crafting successful print ads
By Michele Pariza Wacek
Whether you want to earn extra money as a copywriter, or simply be able to write
better copy to sell your books, services or products, writing a good print ad t
hat gets results is essential. Below are three keys to get you started.
1. Write for the eye.
Print ads are visual. Therefore, craft ads with the eye in mind.
Eyes are kind of picky, though. So, here's a checklist of what eyes like and don
't like:
 A catchy headline that encourages them to read more.
Art, such as photos, illustrations, clip art, shapes, etc. Eyes like art. Wh
en you create the ad, create words AND the visual at the same time. Words and vi
suals should work together.
Designed in an interesting, intriguing, attention-getting manner. Eyes like
that. Remember, graphic designers are your friends. If you don't have training i
n graphic design, I strongly urge you to hire a graphic designer to create your
ad. The results will be well worth it.
White space (blank space in the ad). Eyes like white space. Eyes don't like
print ads stuffed with words and/or art. Those ads look way too difficult to rea
d and comprehend. So eyes will skip over those ads and find other open, clean ad
s to look at. (And if they do, you might as well have never bought the ad in the
first place.)
2. Write for the busy eye.
Nobody is reading a newspaper because they want to see your ad. (Okay, your moth
er is the exception.) People are reading the paper because they want information
. Reading your ad is an afterthought. So, they aren't going to spend a whole hec
k of a lot of time on it.
A common mistake is asking print ads to do too much. To be successful, print ads
must:
Capture the attention of your potential customers,
Encourage those potential customers to remember what you want them to do,
Then persuade them to actually do it.
That's a lot to ask for one little print ad.
Print ads should have one message and one message only. The more "extras" about
your business you start throwing into the ad, the more convoluted the ad is goin
g to become, and the less likely your potential customers will act upon your ad.
Now at this point you may be thinking "Okay. We need one message. That message s
hould be to get my potential customers to buy something, hire my services, donat
e money, become a volunteer, etc. Right?"
Well...
For one thing, that's a pretty big leap for your potential customers. Getting po
tential customers to buy without first developing a relationship with them is, a
gain, asking an awful lot for one little print ad. You might be better off invit
ing potential customers to take one small step in the buying process. For instan
ce, stopping in the store for a free gift, logging on to your Web site to enter
a contest, putting their names on your mailing list, trying a demo version of yo
ur product, etc. Let them get to know you.
3. Keep your target market in mind.
Your message should be focused on your customers' needs, not your own. Getting c
ustomers to buy your products and services is YOUR need. How your products or se
rvices solve your customers' problems is THEIR needs. See the difference?
That's why so many retail stores have sales. They're effective because they're s
olving a need (saving customers money). But saving money is not the only need. T
here are many others.
You should also think about ways to add value without bargaining on price (this
position can backfire). Contests, free gifts, free reports, free food stuff like
that. Think outside the box. And use that value as a way to set yourself apart.
Creativity exercise Learn by example
One of the best ways to learn how to craft successful print ads is to study what
's out there.
Get out a newspaper or a magazine and open it. See where your eyes go. What ads
attract your eyes? What ads drive them away?
Which ads have headlines that intrigue you? Graphics that capture your attention
? Copy that encourages you to find out more? Why?
Now look at ads that do nothing for you. Why don't you like them? Are they too c
luttered? Too difficult to understand? Have a headline that makes you yawn?
Sometimes you can learn as much, if not more, from bad examples as you can from
good ones.

caption
In advertising, everything depends on the words you use. The right words have t
he power to bring huge numbers of customers to your door. That s the goal and the
responsibility of the sales copywriter.
Copywriting is more science than art. It can be, and has been, tested and measu
red. Advertising has been around a long time, and you can and you should benefit
by what has been tested and measured by those who came before you.
This is the reason, frankly, why you probably shouldn't write your own ads. Sal
es copywriting is a professional skill that is learned through education and har
d work. Sales copywriters get paid because their writing gets a higher customer
response. You should seriously consider hiring a professional to write, or at le
ast to review, your advertising copy. There is no reason or excuse to pay to pri
nt mistakes that a professional would never make.
If you do want to write your own copy, remember that the ability to write a gr
eat business letter, a paper, a news story, or a dissertation, does not a sales
copywriter make. You may indeed be the best writer in the world, but when it com
es to your advertising, you may want a little assistance. Let s see if this chapte
r will help to sharpen your pencil.

How People Read

It is important to understand that people will not simply read your advertiseme
nt or letter. At first, people will only scan your ad or letter.
In direct mail [or brochures], you have about eleven seconds. People will first
read their own name, then the headline, the subheads, any highlighted copy, han
dwritten notes, captions, your signature, and the post script.
And yes, we know this for a fact. It has been tested and measured.
If your prospect likes what they see, they will start over and begin to read yo
ur letter. They will read about the first 50 words, and again evaluate if they w
ant to keep reading. If they are interested in the subject, and the information
keeps coming, they may read for ten pages or more.
With printed advertisements, people will normally read the headline and look at
the graphics first. If they are interested, they will read the subheads, captio
ns, and any pricing information, and only then will they go back and read your s
ales copy.
These facts show how incredibly important your headline and your layout design
are for getting people to start reading. The structure of your letter or ad is v
ery important. You will get more information in The Elements of Advertising Desi
gn, and throughout your reading in the Professional Advertising web pages.
We have also provided you with lots of information about how people respond to
advertising and the words you use. Read over Advertising For The Human Brain, Im
age, Credibility, and Trust, and Pricing Strategy in Advertising for starters.
One more note on why people read advertisements. People read for information. T
hey expect you to educate them about the benefits of purchasing your product or
service. They expect you to offer to help solve a problem. They expect to be, an
d consent to be, sold to. That is why they are reading your ad. If the phrase sa
les copy makes you uncomfortable, then please reread this paragraph until you are
sold on the idea of writing effective advertisements that give people what they
want.

Tips For Copy Writing

Your Headline
What do people read in an advertisement? The headline. That's it. They will onl
y read your headline.
Let's say it again - all they will read is your headline. Forget everything els
e you know. Forget your copy. Forget your offer. Forget your pretty pictures. Al
l they will read is your headline.
What makes them want to read more? The headline. They won't read the copy if th
e headline doesn't bring them in. They won't even give you a second glance.
So what is the job of your headline? To get your target prospect to read the co
py. How important is the headline? Easy. Bad headline - no customers.

Headlines That Work

There are only three kinds of headlines that really work.
1. Appeal to the readers self-interest. Offer a great benefit that the reader w
ants in the headline. It is absolutely the best headline you can write, period.
Example:
"Lose 10 Pounds In 10 Days"
People are interested in themselves. Promise them what they want in the headlin
e, and you have a winner. In this case, the prospects, [people who want to lose
weight] will want to read about how to do it [in your ad copy].
 2. Write a news headline. People love news, and they want to read about it [in
your ad copy].
Example:
"Announcing A New Breakthrough In Household Cleaners"
If you were in the market for household cleaners [your target audience], you wo
uld want to read this news.
3. Offer to give people information.
Example:
"How To Lose 10 Pounds In 10 Days"
"How To" is a magic way to get people to read your copy. Just make sure you del
iver on your promise, and give them good information.
4. There is no #4, but there are many successful combinations of numbers one, t
wo, and three.
Example:
"Announcing A New Way To Lose 10 Pounds In 10 Days!"
You have combined a news headline with a self-interest headline, and bingo - yo
u have a winner.
Want to do better still? OK.
Example:
"Announcing A New Way To Easily Lose 10 Pounds In 10 Days!"
What people want more than anything is an easy way to get hard things done. By
adding the word "easily", or just by implying that your method, product, or serv
ice is easy, you have created a more effective headline.
And that is what Professional Advertising is all about.

Headlines That Don't Work

This could be a very long list.
1. No headline. Never, never, never do this. Always use a headline [and sub head
s].
Example:
 [Get the idea?]
2. Curiosity headlines don't work.
Example:
What Do You Get When You Mix A Greyhound And A Car?
In the average newspaper, there are over 345 headlines. What are the odds that
a headline meant to raise the curiosity of the reader will actually find your c
orrect target customer and bring them into your ad copy? The odds are certainly
smaller than if your headline offers a benefit that your target customer actuall
y wants to read about.
3. No No No. Negative headlines don't work. People don't like them, and they of
ten misinterpret those negative feelings and direct them back toward the company
.
4. Meaningless, unrelated, or off-subject headlines don't work. Saying "The Qua
lity Of Value" or "King Henrys Favorite Fruit" or "Now Is The Time" are all pret
ty useless. They offer no benefit, announce no news, nor offer any information.
They don't even raise curiosity. Think no one would do this? Open your newspaper
and look.
5. Hard-to-understand headlines don't work. As always, use small, simple-to-und
erstand words. Even the smart people understand them.
And there are many other types of headlines that don't work. There are shocking
headlines, silly headlines, and off-colored headlines. Don't be tempted by any
of them, because they turn people away from reading your ad copy.

More Headline Writing Rules

Don't make people guess at the meaning of your headline, because it doesn't wor
k. People are too busy to play games, and they will simply pass your ad by. Bein
g cute or coy with your headline is a very bad idea.
Remember, your ad may be great. Your writing may be excellent. Your offer may b
e irresistible. But if your headline doesn t grab the reader, you will lose them.
And leaving people guessing at the meaning of your headline will substantially d
ecrease readership.
You also want to target your headline at your best prospects. Mention them dire
ctly in the headline if you can. If you are going after bird lovers, then using
the words bird lovers in the headline will be a very powerful incentive for bird l
overs to read your ad.
Be specific. Specific prices, numbers, dates, facts, and hard science are belie
vable. Be vague, and less people will believe you. [This goes for your headline
and your entire ad copy].
Example:
"Earn more money with training from the Computer Training School"

versus
"I Earned $33,467 MORE this year with training from the Computer Training School
"

The second headline is specific, and thus much more believable. It is also reas
onable. If it read "You can earn $120,000 this year with our training", no one w
ould believe it, and response would be very low.
Remember to suggest that your product or service makes life easy for the custom
er. Take away the pain, and offer the benefits. People are attracted to, and wan
t to read about, the easy way of getting things done.
Promise them free information with "How To..." headlines. You will get your pro
spect's attention, and they will read your ad copy.
Make sure you clearly capture your entire message in your headline, even if you
must use 20 words or more. Remember, your prospects may only read your headline
. If you don't capture your whole message there, many prospects will pass you by
. Longer headlines sell better than shorter headlines anyway.
Your headline is the most important part of your ad. Think about that. If you d
on t grab your readers with your headline, they will never get to your offer, and
they will never get to your store. For something this important, spend all of th
e time you need to get it perfect. Really. It has to be great.

More Things To Think About:

Make An Offer
What do you say in your headline or introduction? Nothing is more important to
success in advertising than the appeal of your offer to your prospective custome
rs. Nothing.
Let's make sure this is clear. You have many options for the type of offer you
can make to your customers. You can:
Offer a discount. Or a superior selection. A better guarantee. A longer warrant
ee. Financing. Cash discounts. A better return policy. A nicer store.
A more convenient location. Longer hours. Delivery. Personalized service.
How about better customer service? More knowledgeable employees. Faster service
. Guaranteed service. Emergency service.
How about you can make them better looking. Sexier. Richer. Healthier. Smarter.
Thinner.
Make them live longer. Live better. Live with more security. Live without worri
es. Live an exciting life style. Live like a king.
Hide that ugly mark. Cover that bad breath. Get rid of that dandruff. Whiten th
ose teeth. Erase those lines.
One of these offers, and only one of these offers, will get you more customers
than any of the others. Clearly there are many, many different offers you can ma
ke. The trick is to find the one that works the best.
Novice copywriters are often worried about eloquence. Look, in advertising, how
you say something doesn't really matter. It's what you say that counts. Your of
fer is what matters. And one offer will do better than all of the others.
Let's do some math. If one offer gets you twice as many customers as another, t
hen your marketing costs are cut in half. That's pretty easy math. But what does
it mean? It means that you should invest upfront to discover what the most effe
ctive offer is. Then use that best offer, and enjoy the higher customer response
for the long run. That's smart business, and that is what Professional Advertis
ing is all about.
The only way to do this is to test your ads. It's cheap, it's fast, and it work
s. Read Testing and Tracking Ads to find out more information. This is the best
piece of advice we can give you about advertising.

Emotion In Advertising
Your advertising objective is to get people to respond. You want them to call,
or make contact, or walk in the door.
People are far more likely to respond if your ads create an emotional response
or desire within them. Emotions are stronger than logic. You don t want to make a
logical argument in your ads. You want to generate an emotional response. The st
ronger the emotional response you can get from your readers, the higher the resp
onse rate you will get from your ads.
And your advertising must be significant to each individual customer if you wan
t them to respond. It must be significant, involving, and intriguing. It should
be interesting and entertaining to read, and is should leave them wanting [or ne
eding] more.
This does not mean that facts don't sell. Facts are critical to the believabili
ty of your ad. But cold facts and blanket statements alone do not sell. Your fac
ts must point out and prove the benefits which will generate an emotional reacti
on in your prospects. That's how it's done.
Advertising can make people laugh, cry, sing, scream, lust, get angry, get happ
y, long for days gone by, or any other human emotion. It s in the words that you u
se. And those words had better be aimed at the emotions of your customers.
What s the best way to stir this emotional pot of gold? You help people to pictur
e themselves blissfully enjoying the benefits of owning your product or service.
Benefits generate positive emotions. Features do not.

Benefits Versus Features

You knew this was coming but don t skip this section. Let s just make sure that you
are not mistakenly listing features instead of benefits in your ads.
The extra strong motor on your new vacuum cleaner is a feature, not a benefit.
The fact that all the dirt will be removed from your carpet is the benefit.
Now let's get a little more complicated.
 A low price is a feature, not a benefit. What your customers can do with the mo
ney they save is the benefit.
Example: If you just say "save money", you have not given your customers anythi
ng to think about. But if you say "Save Enough Money To Take An Extra Vacation",
you have really given them something to think about - A Great Big Benefit.
A great guarantee is also not a benefit. The security and peace of mind that yo
ur guarantee provides is the benefit.
You want your ad to get your customers to think about what they get out of the
deal. A "one year guarantee" is fine, but not worrying about being stranded at t
he side of the road on a dark and stormy night because your car won't start is t
he benefit.

Find The Benefits

Make a list of all the features of your products or services. Now pretend you a
re the customer, and ask the question What does this do for me? for each feature.
The answer is the BENEFIT to the customer.
People buy benefits, not features. People get emotional over benefits, not feat
ures. Saves Three Hours is a feature. Three Hours To Relax In The Hammock is a benef
it.
It is easy to mistake features for benefits. So look at your offerings and ask:
What does this do for the customer?
How significant is this to the customer?
How interesting and entertaining is this for the customer?
How intriguing is this to the customer?
Are they left wanting more information?

Your Unique Selling Position

In your advertising, you want to clearly and concisely tell people about what m
akes you special and different from your competition.
We have provided you with many strategies for differentiating yourself in the m
arketplace. Please read Beat Your Competitors, Image, Credibility, and Trust, an
d Pricing Strategy in Advertising for more.
You know your prospects will only give you a few seconds of their time. If you
can t deliver a strong message that offers something special, your advertising wil
l fail.
You need to take the most significant benefit your company offers that makes yo
u unique in the marketplace, and capture it in a simple, exclusive, easy to unde
rstand message. In advertising it s called a Unique Selling Position (USP). It s wha
t differentiates you from all of your competitors, and it makes you special.
 Let s repeat a (USP) example given in our Advertising Planning chapter:
USP Example: Dominos pizza Free Delivery
That s it. Dominos differentiated themselves by offering free delivery, and they
repeated that one message over and over and over. The message is clear, concise,
and easy to understand. The benefit is self-evident and real.
Your message needs to be just as clear, concise, and easy to understand. The be
nefit you offer needs to be just as desirable.
Make a list of the benefits you offer that make you unique in comparison to you
r competitors. Now:
What benefit is most important to your customers? [Ask them].
What benefit is hard for your competitors to copy?
What benefit can be clearly communicated to your customers? Is it easy to un
derstand? Is the benefit really desirable to the customer?
Remember you can compete on price, quality, geographic location, services or pr
oducts, knowledge, implementation, follow up, targeting, doing something better
than the next guy, and many other ways.
The key to success with your advertising is to pick the strongest one benefit t
hat makes you special. Unless you have a very big advertising budget, you will o
nly be able to communicate one message to your customers. Make sure it is the st
rongest one you can.
And where do you announce your USP benefit? Right up front preferably in the he
adline.

Body Copy Interest & Desire

You got your prospect's attention with your headline and graphics. Now they wil
l read the subheads in your ad, and maybe the first fifty words. You have precio
us little time, so get to the point. Your ads or letters should never be wishy-w
ashy or build to a climax. Start with the climax, and then build on it.
You need to grab your reader and never let go. Build an excitement and desire t
hat they can feel. Your offer must be hot to the touch, from start to finish. Re
member, you are working on the emotions of your prospects, not their logic. For
a lot of information on how to do this with letters, please read Direct Mail Adv
ertising.
But your print ads also need to follow the same format. Start with the climax, a
nd add to it. Build excitement until they can t resist contacting you. Scream. Jum
p up and down. Hug them. Grab them. And don t let go. Words that build excitement
will bring you customers.
This is one reason why larger ads work better than smaller ads do. Yes, they ge
t more attention because of their size, but the larger space also allows you to
list more exciting benefits.
With a bigger ad you can present a complete, emotion-building sales pitch. You
can give your readers all of the information they need to make a contact decisio
n. Remember, if you don t provide the required information, your advertising will
fail.
Your customers want and need that information, and they have questions. You wan
t to answer their questions as convincingly as possible, while you let them feel
the silky softness of the fabric. When you start talking about research and dev
elopment, you've lost them. Talk about swinging in the hammock and the warm summ
er breeze as you answer their questions. Build trust with your facts, but create
warmth with your ideas. Let them picture themselves enjoying a perfect life. An
d don t let go.

Call To Action Copy - Action

Never assume that your customer will take any action unless you explicitly tell
them what to do. Maybe it sounds a little silly, but if you don t tell people to
call now they won t. You must ask for their business.
And make no mistake here. People won t respond if you don t tell them to. Now here
is a warning: It is estimated that sixty-eight percent of professional sales peo
ple never ask for the sale during a presentation. They never ask. Don t make this
mistake.
You absolutely must ask for the order. Give explicit directions telling your cu
stomers what to do. Tell them exactly how to place an order. Tell them to come t
o your store today. Tell them to call right now.
And while we are on the subject, please bookmark our web page, right now. Then
pick up your phone, and call Professional Advertising to discuss how we can impr
ove your advertising and get you more customers. Nothing will increase the profi
tability of your company like more effective advertising will. So call right now
, and let s get started on your future. Professional Advertising We actually get i
t done for you.
Now that wasn t so hard, was it? Ask for the order in your ads. Train your salesp
eople to ask for the order in their presentations. It is critical to increasing
the effectiveness of your advertising.

Copy Format
Here are some tips for the format of your copy. Please also read our chapters t
hat cover your choice of media for more specific format ideas, and don t forget to
read The Elements of Advertising Design.
1. Keep sentences and paragraphs short. Really.
2. Vary sentence and paragraph length. Eight words per sentence will get the hi
ghest readership. [Remember all of this stuff has been tested].
3. Use simple, everyday language. Don t use technical jargon. You will lose way t
oo many readers.
4. Editorial style advertising increases readership by over 50%. With editoria
l style advertising, the copy is laid out like a regular news story. The word "a
dvertisement" always appears above the copy. If you have a story to tell, think
about using editorial style advertising.
5. Your ad should be easy to look at and easy to read. Poor use of capitalizati
on, bolding, or italics will decrease reading comprehension by 50%. Bad sentence
structure will also reduce comprehension.
6. Use only serif typeface for copy. It boosts reading speed, and can increase
comprehension by up to 300% over other fonts. Use #12 font for copy. Use #14 fo
nt if your customers are senior citizens.
7. Use subheadings under your headline and throughout your ad or letter to incr
ease comprehension and readership. Just like a headline, a subhead will stop the
the quick glance, and start the reading.
8. Reversed copy gets attention, but it is hard to read. If you use it, keep th
e copy very short, and the font very big.
9. A smaller ad should have a single focus one problem for one solution.
10. Use benefit captions under your photos. These will get read.
11. Word your offer carefully and clearly. Your offer is a promise about the le
vel of service you will deliver to your customers. Your offer will set your cust
omer's expectations, so you want to be very clear.
12. Always use the grammar and spellchecker on your computer. Proofread your co
py by reading one word at a time, from right-to-left, out loud. Don't forget tha
t your spellchecker is not perfect. You really want a friend, or a professional
editor, to carefully read the copy.
13. Have several people review your copy, and LISTEN to their comments. Have so
meone read your copy out loud to you, and watch to see if they clearly understan
d what you are saying, or if they have to reread the copy.
14. Use blue ink for your signature, and print out your name underneath it. Wri
te legibly so that your signature can be read [it s a matter of trust]. And any ha
ndwritten notes on your letter should be in the same writing as your signature.
15. Go through your ad or letter and eliminate as many of the references to you
rself as possible. State everything in terms of benefits for your clients.
16. Always use a PS in a sales letter. Read Direct Mail Advertising for lots of
tips on sales letters.
17. For your headline, start every word with a capital letter. Do not use all c
apitals unless it is a very short headline, and don t use a period. You may also w
ant to enclose your headline in quotations.
18. Normally a longer headline will get you better results than a shorter headl
ine. Using six to twelve words is better than using two to five words.

Tips For More Effective Copy

We have provided you with lots and lots of ideas for creating more effective co
py in the Newspaper Advertising, Direct Mail Advertising, Yellow Page Advertisin
g , and Effective Brochure Design chapters.
If you really want ideas for writing more effective copy, read all of those ch
apters. There are literally hundreds of tips on effective copywriting there. The
ideas overlap and reinforce each other. Every medium is unique, yet you can lea
rn how to better use any one medium by studying the others.
 So we are only going to offer one idea here. The job of the copywriter is to se
ll. Sell the excitement. Sell the thrill. Sell the desire. List benefits, and as
k for the order. List more benefits, and ask for the order. List more, and ask a
gain. Make sure that your ad or letter is a complete, exciting sales package tha
t delivers everything the customer needs to make the desired reaction, and ask f
or them to take that action. Sell, sell, sell.

Ask For Help

You could follow every single tip and strategy for effective advertising that w
e offer on all of our web pages, and still get a poor response to your ads if yo
ur copywriting is not excellent.
Sales copywriting is a professional specialty. You really, really, really want
a sales copywriter to review your ad copy. Thirty minutes worth of editing could
double the effectiveness of your ad. Nothing is more important than the words y
ou use.
Copywriting is a big subject, and it s easy to go wrong. A second opinion from a
professional is an investment worth making. Please contact Professional Advertis
ing for these services and additional assistance.

slogan
The Power of an Effective Advertising Slogan
Advertising slogans are the short intelligent phrases used in advertising
campaigns to capture targets' attention. From TV commercials, print ads and
direct mail, to tradeshows and election campaigns, the advertising slogan is
the most effective means of forcing your audience to stop-and-think.
An effective advertising slogan can have a great impact on your advertising
and marketing initiatives. This independent short statement grabs immediate
attention, it affects your targets' emotions and attitudes, and it acts as an
incentive to take action.
advertising slogans
campaign slogans
Advertising Slogans vs. Business Slogans
There is a big difference between advertising slogans and business slogans.
The business slogan is part of the company or brand's identity. Just like the
name and logo, the business slogan (also known as tagline), must generate
a favorable impression, empower the business image and create sharp
market distinction.
Unlike the business slogan, the advertising slogan is used for specific, short
term advertising and marketing purposes. Both types of slogans need to
attract attention and force the viewer to stop-and-think. But while the
business slogan affects the company's image and reputation, the
advertising slogan affects the viewer's immediate reaction.
To further clarify the difference between the two types of slogans, let's have
a look at two Nike slogans. The famous "Just Do It" phrase is a business
slogan. It is part of Nike's identity and reputation. But when one of Nike's
ads shows a basketball player with the phrase "I jam, therefore I am", the
phrase is an advertising slogan for Nike's shoes.
Advertising slogans generator
Why Do Ad Slogans Have Such a Great Influence?
Given the huge advertising assault we are all exposed to each and every
day, it is essential to deliver a short and powerful message that can subdue
the overall noise and reach the targets. By making a long story short, the
advertising slogan grabs attention, affects purchase intentions and triggers
motivation. No other single advertising element can do this!
Relevant and meaningful advertising slogans can make a huge difference.
Think of it! The slogan is the only advertising message that has the chance
of becoming a contemporary figure of speech or part of everyday speech
patterns.
Ediwriter's advertising slogans can be used anywhere: TV, radio, posters,
websites, direct mail, sales letters, tradeshows, elections and more. My vast
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Impress Your Targets With a Powerful Ad Slogan!
Ediwriter is definitely your best resource for a new powerful advertising
slogan. I've been creating ad slogans for almost 20 years, both as a senior
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The price for a creating a new advertising slogan is only $99. Order your new
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advertising COPYWRITER
Ad copy does not have to be loud and annoying in order to work. It should, howev
er,
be distinct and creative. A good freelance copywriter will make sure it's both.
For more
on this philosophy, check out my articles & reviews page for free advertising ad
vice on building brand strategy, radio copywriting
and creating clear messages that get noticed.

slogan writer and TAGLINE ADVISOR

On TV shows like Madmen and Bewitched, they call them called slogans, but in thi
s century, they're known as tag lines. A good tag line is important; it sums up
the key element of your product in one smart line people will remember. As an ad
vertising copywriter, I earned the nickname "tag queen" for creating dozens of g
ood taglines over the years. Having trouble coming up with the perfect tagline o
r slogan for your company? Call the Tagqueen.

web SITE DESIGN COPYWRITER & SEO writer

People come to your site for information, so it better be good--as well as short
 and easy on the eyes. A smart SEO writer will also make your web content releva
nt to Yahoo! and Google, optimizing your site so search engines find you and lis
t you ahead of your competition.

COPYWRITER portfolio
Anyone with a pen can write, but if you want your ad copy to stand out, consult
a professional copywriter. I've done radio ads and TV spots for the auto industr
y (BMW and Honda), print ads for packaged goods (Denon and Pamprin), direct mail
for technology (Nortel and Equant) software (Vanstar) and print ads for chocola
te (Godiva) and its polar opposite, fast food (Burger King).

If you like what you see in my freelance copywriter portfolio, e-mail tagqueen (
at) zagstudios (dot) com for a fast, free estimate on your job, or call 830 822-
1567.

;;;;;;;;;;;;
Headline
This is the chief aspect of your print ad that grabs the attention of your audie
nce by the neck! The headline must be strong enough to rattle the ground below y
our customers. That is the desired effect you should circle upon! Keeping the li
ne short and direct is the key here ad you are not looking to explain the entire
concept in detail. Instilling humour never goes to waste as pun always stirs up
a feel-good aspect of the ad. Never shy away from penning down lines that are p
iercing as they sometimes dig a deeper meaning that leave viewers pondering upon
the thought. As the headline is considered as the face of the ad, the eyes of t
he customer once set on it, must browse through the entire ad. That s the essence
of a great headline!
Visual
The visual is a pictorial demonstration of the message the advertisement conveys
. Hence it is vital for the picture used to synchronize with the words in the co
py. Well shot pictures also add to the flavour as the reader would stay glued to
the rest, jus by a simple glance at the visual. Proper utilization of colours a
nd shades always brings something delightful to the table. Since the visual is c
lothing of the ad it must be presentable and eye-catching.
Body Copy
As the name suggests, this is the entire body of a print ad. All detailed inform
ation about the product or service is mentioned here. The copy must be approache
d in an artistic way. Crafting well chosen words can win your reader over in a j
iffy. The message must be elaborated but yet, specific. Readers do not like wili
ng away too much of their time on a single page. Throw light upon all the assets
of the product to keep the reader going to the end of the copy.
Logo
The logo of the brand is most important of all! Imagine customers recalling an e
xceptionally brilliant ad, but not the brand? It s like winning but yet losing. Th
e logo of the brand must be places in a prominent area within the ad. Avoid exha
usting space for the ad, but ensure the logo is clearly visible.
Tagline -
This sums up your print ad. A tagline is known as the conclusion of the ad and t
he final nudge to the user by a call-to-action method. The tagline should be wri
tten skillfully to tempt the reader to react to the advertisement. This is the f
inal persuasive button and must hence, be executed tactfully.
A print ad just has split seconds to create magic. So if you master the art of w
riting cutting edge copy and designing brilliant visuals, you can be rest assure
d you have a winner at hand!

&&&&&&&&&&&&&&&&&&&
call to action
In direct response advertising, a call to action is wording that asks the reader
or viewer to take immediate action. The desired action may be to fill out and s
end in an order form or reply card, make a phone call, click something on a webs
ite, look for the product in a certain store or many other possible actions. The
call to action closes the sale by telling the reader or viewer exactly what to
do to get the product, service or information offered.
A clear and specific call to action is important because the purpose of your dir
ect response advertising is to get prospects to take the action you want them to
take. If the prospect is unsure of what to do to get the benefits you're promot
ing, you could lose the response. That action must also be immediate or the pros
pect could put off responding, which often results in no response at all.
A good call to action will create a compelling urgency for prospects to respond.
Wording such as "You must call NOW as supplies are limited" clearly tells the r
eaders or viewers to respond immediately to get the item the rest of the ad has
convinced them they need. Without a specific and urgent call to action, the rest
of your ad copy is wasted. In direct response advertising, it's the response to
your ad that counts!
Good copywriters understand what would keep the target audience from responding.
They relate to the doubts and fears of the prospect by reassuring the reader or
viewer such as by stressing the company's "No Questions Asked Money Back Promis
e" near the end of the copy. Any qualms or reservations the prospect could have
must be addressed and the offer, including bonuses and benefits, as well as the
urgency should be summarized in the final call to action. Here's an example: