| This is very useful when designing your | | | | relevant to the headline and interesting to |
| advertising, think when constructing a piece | | | | the customer. This can be achieved by having |
| of work are you fulfilling the rules. | | | | sub headlines which are customer benefits |
| | | | then a paragraph describing each sub |
| When dealing with the headline make sure it | | | | headline. |
| is very attractive to the customer, not what | | | | |
| you think is relevant but a headline which | | | | Perhaps include an offer for the customer to |
| from market research if possible you know | | | | encourage a call for action make sure the |
| will appeal directly to your customer. | | | | call for action is straight forward and |
| | | | simple to understand. |
| So in order to achieve that goal you will be | | | | |
| looking at true customer benefits as opposed | | | | Pictures demonstrating the product can be |
| to just describing the product or service. | | | | very effective as they indicate what you see |
| What does the customer think? Taylor the ad | | | | is what you will get. So ensure there are |
| so it is positioned from their point of view | | | | attractive pictures of the product or service |
| "what is in it for me". | | | | and include good captions with each picture. |
| | | | |
| Do not try and be clever or comical with the | | | | Test your advert on a small scale, test what |
| feel of the advert keep things simple, direct | | | | works first before investing in a large |
| and punchy. | | | | advertising campaign. These principals can |
| | | | also be used with a sales letters, fliers and |
| Start with a great attention grabbing | | | | leaflets etc. |
| headline, then think of text below which is | | | | |