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