By Rix Quinn, for Mediabids.com

We're often asked why some ads get results, but others don't. Good question. But no real answer. Problem is, advertising's an art, not a science. However, since we've been around the business a few years, we've pulled together a few ideas on reasons why ads generate response.

Now, this stuff isn't original...not much in advertising seems to be, because it's a constantly evolving process.

But we have noticed that many famous people in the ad field suggest many of the same formulas, with generally positive results.

What follows is a compilation of their ideas, and a couple of ours.

Headlines

1. Talk about a promotion or BENEFIT the customer will get from using your product. Not just "Here's a real neat product/service."
2. If you're offering something in the ad -- like a free sample - put that in the headline.
3. By the way...the word "free" increases inquiries.
4. Give the reader some news: "The first 50,000 mile tire" or "New formula adds life to equipment."
5. Don't use negatives. They're confusing, are they not?
6. Analogies can be misunderstood. "Riding this new bike is like riding the wind." Huh?
7. Proven: Long headlines sell better than short ones. (One expert claims the maximum number of words that can be used is l7.)
8. Proven: Headlines are read FIVE times as often as body copy!
9. "How to" ads test well. Tell readers specifically how to use your product.

10. They should have appeal by themselves.
11. Before-and-after shots often create interest.
12. A single large photo attracts readers better than several small ones.
13. If a customer wants to describe how great your product has worked for him, use his/her photo in the ad. (Get the person's written permission, of course!)
14. If you're giving away something free, PICTURE IT!
15. Captions under photos are read more often than the body copy in an ad.
16. Readers prefer live photos to drawings. They should be able to IDENTIFY with the person pictured.

17. Sell BENEFITS, not features. The reader wants to know what your product can DO for him/her (speed, power, convenience, etc.), not what exotic material it's made of.
18. Write informally, like you're writing to Aunt Tillie. Don't write like you're addressing the board of directors of some giant multi-national corporation. People abhor stilted writing because it's HARD TO UNDERSTAND.
19. Use short paragraphs. Short sentences. Short words. They add to readability.
20. Avoid trade jargon. Speak in plain language.
21. However, if your story's complicated...you may profit from long copy in the ad. Remember that old saying: "The more you tell, the more you sell." To increase READABILITY of long copy: Insert frequent sub-headlines for "eye breaks."
22. Don't use too many contractions. Lots of "aren't," "can't," "don't," "they'll," etc. slow readability.
23. Include a coupon if you wish.
24. Put the coupon in a conventional position, like the bottom of an ad or bottom outside corner of a page.
25. Advice from an ad pro: "A coupon's response depends on the dramatic impact of the offer." Example: "50% off" or "Two-for-One" will probably pull better than "10% off."
26. Make your coupon timely to the selling season.
27. Don't forget the all-important PHONE NUMBER! (Also critical today: fax and e-mail addresses.)
28. If your phone number is incoming TOLL-FREE outside your area...emphasize that.
29. Your address and phone number should appear TWICE in each couponed ad...once at the end of the ad, and once within the coupon. (Reason: If your coupon's cut out of a magazine, then misplaced, the reader may still have a copy of the magazine with your information at the end of the ad.)
30. When you finish writing your ad, read your copy ALOUD. If it sounds confusing, unfocused or boring to you...rework it!

31. Emphasize the strengths of your product...and document them through statistics or testimonials.
32. Certain positions in a newspaper or magazine may have better readership statistics than others. Ask the media if they can supply you that data.
33. Keep track of the results of your advertising in ALL media.

About the Author:
Rix Quinn is a former business magazine writer, editor and publisher, writes marketing columns for several magazines, and gives workshops on niche marketing and sales writing for college and university continuing education programs. He also serves as a journalism consultant for two Texas school districts. 817-920-7999 or e-mail rixquinn@charter.net.

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