Benefits and features are easily confused. A feature describes a product ... "a red sports car with 140 horsepower." A benefit tells the user what they'll get from the product ... "get around town quickly and in style in your new red sports car with 140 horsepower." (both benefits and features)
Pointing out benefits in your advertising makes for more interesting reading and helps potential buyers visualize using your product. Whenever possible, use benefits in your ad that will specifically attract your target audience.
Retail Ad Copy
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An on-target headline. Reach the right audience. Be sure your customers know you're talking to them. |
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A benefit or news headline. Give the reader at least one good reason to buy. |
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Product benefits. Make readers feel that your merchandise will do things for them. |
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Complete and specific copy. A reader should have all the details: make, size, color. |
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Crisp, direct language. Use short sentences and simple words. Read your copy aloud to hear how it sounds. |
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Clear, visible prices. Newspaper readers are interested in prices when they shop the ads. |
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Vital information. Include your phone number, address and even a small map in your ad. |
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Claims that make sense. Go easy on superlatives. "The best deal ever" cannot happen every week. |
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"Call Now!" Every ad should urge the reader to act. |
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A simple layout. The reader's eye should move from headline to art to body copy to logo. |
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An organized, easy-to-follow ad. For example, a multi-item ad with an overall headline is highly effective. |
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A clean, uncluttered look. The first impression of a store is often its advertising. |
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White space can help your ad stand out on the newspaper page. Again, simplicity is important. |
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Artwork. Show a benefit or the merchandise in use. This helps the reader visualize using your products. |
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Dominant art. Ads with larger art get higher readership than ads with little or no art. Focus on one main art element in multi-item ads, then include less dominant art to support other products. |
Recognizable Format
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Develop a distinctive, recognizable format that sets your ad from others. A consistent illustration style is one of the most important elements in building a format. Develop the look of an ad campaign. |
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A prominent name. Make sure your name and logo are easy to find and read. A consistent ad image, look and feel portrays your brand's identity. |
Typefaces
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The rule of thumb is to limit each composition to two typefaces, one for headlines and subheads, one for body copy. Using too many different typefaces detracts from an ad campaign's recognizable look. |
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Body copy type should be set in a clear, easy-to-read face. If body copy is set in reverse or printed over artwork, make sure it stands out. |