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Article: A 15-point checklist for your ad.(MARKETING)
- Article from:
- Doors and Hardware
- Article date:
- September 1, 2006
CopyrightCOPYRIGHT 2006 Door and Hardware Institute. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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1. Does it follow the "Five-Second Rule"? Can readers immediately figure out what you're selling? You really have only three seconds--because it takes two seconds to turn the page and they will. Busy readers won't struggle to figure out your pitch. The Rule: You have a total of five seconds to show them--clearly--what you're selling.
2. Does the headline make them read the rest of the ad? The sole purpose of the headline is to drive the reader to read the rest of the ad. This is not the place for a sales pitch, this is the place for creating a strong attention-getting, interest-arousing, kick-you-in-the-butt, you-just-gotta-read-the-rest leadin. Use the Jeff ...