Advertising Tricks That Really Work

Sometimes it's the little things that count when it comes to increasing an ad's response rate. Any one the following tips may seem almost insignificant when viewed alone, but combine them together and the response can be spectacular.

Color sells:: Use as much color as the budget will allow. Color attracts attention, triggers emotional response, and lends creditability to the advertiser. Work with the advertising agency to choose colors that augment the ad without being overwhelming. Four-color is best, but even spot color is better than none.
Select the proper typeface:: Match the typeface with the stock and the ad's graphical elements.
Buy the right amount of space:: Don't try to fit a large ad into a small space. White space in an ad is an important element because it helps keep the reader focused on the content. If it looks like there is too much to read, the prospect will move on.
Use a large photo whenever possible:: Surveys show that an ad with a large photo or illustration will outperform an ad with a small photo or illustration. Give the reader a clear picture of what is being offered and response will go up.
Use capital letters sparingly:: It's OK to use standard capitalization, but avoid setting headlines in all caps. The human brain is conditioned to recognize words by the shape of the word and not by the individual letters. Using all caps confuses the reader and their attention wanders.
Use professional layout techniques:: Ad agencies use professional layout artists because they know that the correct placement of the ad's elements will increase response.
Get to the point:: A prospect will only dedicate a few seconds to reading an ad. Don't make the reader search for the offer. Put all of the details as close to the top of the ad as possible. Ideally, make th entire offer in the headline and then repeat it in the ad copy.
Stress the benefits:: People buy based upon what the product or service is going to do for them. They want to know about the benefits. Features are secondary. Rather than simply mentioning that a coffee pot has an automatic timer, stress the benefits by saying "Wake up in the morning to the fresh smell of coffee before you even get out of bed!"
Use manufacturer's logos when it makes sense:: Small businesses that sell nationally known products can piggyback on that company's success by using the company's logo in an ad. Check with the vendor to clear any legal requirements first. The logo will attract the reader's eye and create a sense of familiarity even if the reader has no experience with the advertiser's business.

Advertising is part art and part science. An ad is another sales tool and all of the principals and laws of selling apply. An advertising agency knows how to create a winning ad that will bring in sales. Take advantage of their expertise and profits will follow.