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Always have a bold, attention-getting headline. The headline should communicate the number one benefit of the product, or at the very least, entice your target audience to read on. Try to avoid the cute or fluffy headlines that may win creative awards but minimize response.
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Use copy efficiently and effectively. Sub points should tell the story. No more than 3 paragraphs, unless it is an advertorial. Develop your unique selling point and articulate it clearly. Keep your opening paragraph down to a minimum. A long first paragraph frightens readers away. All paragraphs should be as short as possible; long paragraphs are fatiguing. Remember, people buy benefits, not features.
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Use hot words. For example, "At Last...", "Announcing...", "Now...", "The Secret of...", "New!", etc.
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Always show the product in the ad. People want to see what they're going to receive when they order. The photo or graphic on the ad should also be relative to some type of scale. Doing this will communicate to the customer the actual size.
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If possible, show the product in use. Illustrating the product in use will provide immediate impact and will assist in communicating some of the benefits.
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Pictures must complete a story. If a picture doesn't tell a story or cause the reader want to read on, it isn't the right picture. Try to use a caption with your visual.
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Use bullets, check marks and numbers to break up your copy.
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Phone numbers and logos should be called out clearly. Try a bullet or burst.
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If the price is attractive, it should be called out clearly. Try a bullet or burst.
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Avoid a cluttered ad.
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Avoid symmetry.
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Avoid small body and copy. Try to stick with at least 10 to 12 point type size.
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