Essentials of a Good Newspaper Ad

Make your ads easily recognizable - Use distinctive art, layout techniques and type faces and keep the ad's appearance consistent. Use a simple layout - Ads should not be crossword puzzles. Use a dominant feature - A large picture or headline ensures quick visibility. Use a prominent benefit headline - Select the main benefit you offer and feature it in a compelling headline. Let your white space work for you - Don't over crowd your ad. State price or range of prices - Dollar figures have good attention value. Readers often overestimate omitted prices. Include related items - Make two sales instead of one. Urge your reader to buy now - Ask for the sale. Don't forget your markets name, address, telephone number and hours of operation - One in ten families moves each year. Don't be too clever - Headlines and copy are more effective when they are straightforward. Don't generalize - Facts sell more. Don't make excessive claims - Remember, if you claim your prices are unbelievable, your customers will probably agree.

The copy is used to describe what you are selling. It's the heart of the advertisement. Remembering the headline you have selected and the results you desire, you now create copy that expands on the headline idea. You are selling the benefits of your products.
i.e. (I'm not buying a tree. I'm buying the memories and traditions of Christmas.)

Ask for the sale with a closing like "Hurry In" or "Don't Miss This" .

John Berry, Agricultural Marketing Agent
Penn State Cooperative Extension

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