Five fundamental in the writing of a good advertisement
- Get Attention
2. Show people an advantage
3. Prove it
4. Persuade people to grasp this advantage
5. Ask for action
An advertisement cannot stimulate sales if it is not read; it cannot be read if it is not seen; and it will not be seen unless it can get attention.
“Good writing, are easier to read than to skip”
Capture that attention you have got to earn it- either with your headline or with your layout and preferably with both.
How important is the headline?
50% of the value of an entire advertisement is represented by the headline itself. Or 70% or 80% the truth is that you cannot possibly evaluate it in percentages.
The headline of the advertisement is like a flag being held up by a flagman alongside a railroad track. He is using it to try to get the immediate attention of the engineer of an approaching train — so that he can give him some kind of message. In the case of advertising, on that flag is printed the headline of an advertisement. The message on that flag (the headline of the advertisement)
What kind of reward do good headline promise?
One does it through the positive approach the other through a negative one. Here is how they do it-
1. By managing to convey, in a few words, how the reader can save, gain, or accomplish something through the use of your product — how it will increase this; his mental, physical, financial, social, emotional, or spiritual stimulation, satisfaction, well-being or security.
2. Or, negatively, by pointing out how the reader can avoid (reduce or eliminate) risk, worries, losses, mistake, embarrassment, drudgery, or some other undesirable condition through the use of your product — how it will decrease this; his fear of poverty, illness, or accident, discomfort, boredom, and the loss of business or social prestige or advancement.
Making your layout get attention
How get attention -
Your headline and your layout both play important part in how well you do that?
We have already discussed headlines at length. Now let us make a few observations about attention- winning layouts.
Two ways to do it -
To get attention with your layout you may do either one of two things
Get attention
1. Make it so powerful, so unusual or so dynamically dominating that it captures the eye despite the competition of other advertisements less unique or less positive in their impact.
2. You may make your layout so uncommonly simple, sedate, or “non-professional” that it’s very restraints capture attention.
Don’t get “Arty”
In an effort to get attention with your layout don’t try to do it through perfect symmetry and balance. To get and to hold attention a layout should have two qualities-
1. It should be interesting to look at.
2. It should not be static, but should convey the feeling of movement and action, for these are interesting. As the late professor George burton Hotchkiss said, “One of the strongest incentives to attention is moment.”
Perfect Balance Image
Is it interesting? Does it hold your attention? Does it start your imagination working? No. it just sits there, Static, An uninterestingly perfect “balanced layout.”
Now compare it with this imperfect image
Imperfect Unbalance Image
Isn’t it more interesting? Does it lack of balance hold your attention longer, start your imagination going?
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