Following these simple, time-tested, ad copy guidelines will enhance your ability to capture consumer interest.
Printed material, traditional and electronic, plays a critical role in attracting consumer attention and communicating your message.
To be effective, your copy needs to grab attention, create interest and spur action. If your copy is uninteresting or difficult to read ─ let's just call that uninviting ─ your message will not be read, and your money and efforts will be wasted.
Here are some simple tips to raise interest, improve recall, getting people to take action, and increasing the overall effectiveness of your printed materials.
Headlines
- Work five times as hard on your headline to be sure it grabs attention
- Keep headlines very short -- try limiting them to ten words
- Headlines following an illustration and before the copy get higher readership
- Questions and quotes raise interest
- Mention a benefit; name the product
- Communicate the entire message of the ad in the headline
- Include the name of the city, to attract attention
- Use emotional words
- Specifics win; generalizations lose readership
- Avoid tricky phrases and double meanings
- Opening paragraph: limit the length; give a compelling reason to read more
- Make benefits clear and back up your statements
- Where possible, start copy in print ads, brochures, and announcements with an enlarged first initial letter design
- Use everyday conversational language
- Write copy directed to the individual, not a group
- Avoid unnecessary analogies, as they require extra thought
- Celeb testimonials may result in recall of the celeb only
- Use a call to action to measure results
- When using a coupon, make it a mini ad that can stand alone, should it get cut out
- Create urgency by limiting time and supply of the offer
- Make copy easy to read by avoiding all caps, superimposed copy, and unusual fonts
- Eleven-point body type is very efficient and readable
- For clarity and when appropriate, use captions with selling points for every photo ─ this may be the only part that is read
- Serif fonts for print media and sans-serif for electronic media make reading easier
- Use photos to arouse attention
- Never use reverse type on printed material and carefully use attractive and tasteful contrast in electronic media
- Using sub-headings adds interest when copy is long and complex
- Four-color increases memorability 100%
- Keep columns manageable ─ 35-50 characters wide are most readable
- Centered headings every two to three inches enhance interest
- Use space between paragraphs to increase ease of reading
- When photos using one or two people conveys your point, make this your choice, rather than group photos, which might distract or confuse
- Know when and how to use professionals to improve your ads; if in doubt, get help
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