1.- Put
your message in the headline.
2.-
Use the headline to attract potential clients. Quickly attract the
consumer's attention. The headline should select the readers that
we are interested in as clients.
3.-
Sell the benefit to the consumer. Offer an advantage in the headline.
4.-
Insert breaking news or new ideas.
5.-
Lengthy headlines can be just as effective sometimes more effective
than short ones.
6.-
The headlines need to be easy to understand. Use the right language
for the public you are targeting. Avoid using complicated expressions.
Avoid negative headlines.
7.-
Choose an attractive image.
8.-
Photos are better than drawings.
9.-
Photos "before" and "after" explain better than
words.
10.-
Simple compositions are more popular.
11.-
Text below the photo is often read.
12.-
The text should be clear. "Look
for facts not adjectives. Specific not general".
13.-
Testimonials add credability
14.-
Avoid fancy language
15.-
Adverts which have the text in white and the background in black
are not often read.
16.-
You have to consider how a specific advert is going to look in a
specific newspaper or magazine.
17.-
"Promotional publicity sells the first promotion".
18.-
Corporative advertising or company image works better when it is
offering a service.
19.-
Every advert contributes to creating the brand and company's image.
Every advert should sell by itself. Every advert should constitute
a complete sale.
