Seven Rules to Great Print Ads

Many advertisers look at the space they have for a newspaper ad and feel compelled to tell everything about their company in a two inch by two inch space. They’ve got such a great story to tell, they need to tell it all. Then they are disappointed when the ad doesn’t draw any response.

Here are seven rules on how to get the most out of your print ad space and get noticed:

1. White Space. Filling your ad with text is a sure-fire way of ensuring your ad won’t get read. Use well-placed white space and cut down on the copy to lead your reader to the important information.
2. Research shows that ads with large photos or illustrations get higher readership than ads with small illustrations or no art. Using photos of people (especially your own staff or customers) get the most attention. If you can, make your photograph or illustration at least half your ad whenever possible.
3. Know how your readers read. Most people skim ads in a sort of “Z” pattern. They start at the left top margin, and work down to the right bottom margin. They more readily remember the first and last thing they see. So start your benefit headline in the upper left hand corner, and make sure your name and logo are in the lower right hand corner.
4. Avoid headlines set in all capital letters. Our eyes and brains are conditioned to identify lower case letters and words. We read words by the shape of the word, not by reading individual letters. Ascenders and descenders give distinctive shapes to words; all caps make most words look the same.
5. Consistency in ads is important because most readers must be exposed to an ad seven times before they notice it or take action on it. Make sure you have consistent ads which place important information where readers expect to see it. Keep these aspects of your ads as similar as possible.
   a. Logo
   b. Color
   c. Typography
   d. Margins and borders
   e. Layout
   f. Spacing
   g. Photographs and captions
6. Remember to communicate these important points: a single offer or main attraction, and the necessary time, date, phone number, Web site and address.
7. Make one point in your ad. You’ll loose your readers if you overload them with information.