Ad design Writing your own magazine ad copy 1. Get the consumer's attention You need to take the consumer by storm by focusing on creating an eye-catching headline or phrase. Include a graphic or logo to establish the tone of the message. Avoid controversial headlines and pictures. Humor should be used judiciously. It's hard to come up with a humorous tone that is universally appealing. In addition, certain tones could actually be viewed as offensive by some members of your target audience. A clever phrase or impressive graphic will attract the attention of, and be appreciated by, almost everyone. 2. Use color whenever possible Magazines offer the opportunity to use four-color photos and artwork to enhance the meaning and impact of your message. Use this powerful tool. Give your ad color if you can afford it. Four-color ads traditionally have the highest response rate from readers. The response rate typically decreases as use of color is eliminated-from four color to spot color to black and white. If you can't afford four color, but have a budget that will allow some "enhancement" over purchasing a basic black and white ad space, spot color is a good alternative. Most magazines offer standard spot colors-red, blue, green, orange or yellow, at one rate, and specialized "matched colors" at a slightly higher rate. Matched colors are generally chosen from the Pantone Professional Color System and are commonly referred to as PMS colors. These colors are available in a wide assortment of hues and variations. Your printer or graphic designer should be able to show you the selection of colors available. 3. Make your pitch concise and simple List the benefits and reasons why the consumer should buy your product or service. Keep it short and simple. Readers aren't going to treat your ad like a novel and sit down for a long read. You have only ten to fifteen seconds to get your reader's attention and appraise him or her of the unique value of your product or service. So avoid long phrases or cute dialogue. Be precise and to the point. 4. Make it easy for the customer to reach you and order from you In order to make it easy for potential customers to purchase your product or service, don't forget to include your phone number (toll-free if possible), fax number, and mailing address at the bottom of the ad. If other special ordering information is needed, include that as well. Source: Excerpt from "Streetwise Small Business Start-Up," BusinessTown.com, LLC Copyright 2001