Webmarked Business Resources

1. Headline: On the average, five times more people read the headline than the body copy. If consumers like the Headline they will go on to read the body copy. The Headline is what brings them in. The headline must be easy to understand and state the reason why the consumer should continue on and read the body copy.

2. News and headlines: Readers buy consumer magazines and newspapers to read the articles. If you have real news such as updates to your product or service or recent innovations make sure you put them in the headline.

3. How many words in a headline? In headline tests conducted with cooperation from a big department store, it was found that headlines of 10 words or longer sold more goods than short headlines. In terms of recall, headlines between 8-and-10 words are most effective. In mail order advertising, headlines between 6-and-12 words get the must coupon returns. On the average, long headlines sell more merchandise than short ones

4. Speak to Your Prospects: When trying to reach a specific groupt; Speak to them in your headline - Parents, bald people, CEO's?

5. If the Reader is Interested THey Will Read Long Copy: Readership declines rapidly after fifty words, but continues steadily between 50 and 500 words. Potential buyers will read further into an ad. Spark their interest with the headline, Give them a reason to buy in the copy. We have included many articles from John E. Kennedy and Claude Hopkins on Writing Headlines

6. Before and After Ads: Before and after ads are above average at grabbing the consumers attention. Contrast tends to work well. Readers also seem to have an above average understanding of what the ad is saying.

7. Photographs vs. drawings: Photographs work better than Art almost all the time. People like to feel thins are "real." The photograph should help pull readers in. Plus it must be pertinent to the product you are selling. The photograph must have story appeal.

8. Captions: Twice as many people read the captions under photographs as read the body copies. Never place a photo without a caption. Because Associated Press Style calls for captions under photos people expect it.

9. News layout vs. Art Style Layout The more the ad looks like the news in the publication generally the higher the readership. Though people do tend to look for the ads in trade publications. The arty layout is much easier to get approved by the client A good ad agency will take the time to explain to the client that the ad must have long copy to make sure the consumer buys the product.

10. Test and Retest Readership has been known to increase with repetition. Continually test new ads against the old ones and run the winner.

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