Profitability is the only criterion for how good a space ad is. The ad must generate the desired response at an acceptable cost-per-order or cost-per-inquiry.

Every good ad integrates two elements—the product benefit and the offer—in such a way as to stop the reader cold. The product’s primary benefit is stated emphatically in the headline. When a product has several benefits that seem equally strong, split-testing headlines usually determines a clear-cut winner.

Sometimes the offer is the major benefit. This is especially true of products that are established in the marketplace. (You don’t have to reinvent the wheel by explaining the product again.) But whatever your marketing strategy, if you extend an offer that includes a free premium, a free trial, a big discount or something else that is new, it may well be your primary benefit.

Every ad should have a focal point that attracts the eye. You want the prospect to know where to start reading. A strong ad is organized so that the eye moves naturally from sales point to sales point until it arrives at the coupon. The headline, of course, is a natural focal point. Five-times more people read headlines than body copy. In choosing a photo or illustration, be sure your selection demonstrates your product or dramatizes a benefit. And remember, people like to see real people in real situations. Photos of people using your product or authorities praising your product enhance credibility.

Don’t make the mistake of using a photo simply because it “looks good.” And never use a photo without a caption. Eliminating the caption throws away half the sales impact.

In general, one captivating photo is more effective than several smaller
ones that may lack focus and make the ad look “busy.” Because the art of advertising is the art of simplification, the ad that focuses on the “big
benefit” has a better chance of succeeding.

If your ad shows an advantage or makes a large claim, be sure to go on to prove it. Credibility is very important in any market. When you state an
advantage, always be sure to explain how the product can deliver.

When choosing color, remember that black is the strongest color. Therefore, if you are going to have a two-color ad with a blue headline and black copy, you will have to compensate for the weaker color blue by making the type stronger. And color should alter the design approach. For instance, if you are advertising a product with great four-color graphics, you want a four-color ad. An ad for products that are very colorful can, of course, benefit by using color.

However, color should never be used at the expense of the focal point.