Advertising Copy and Layouts that Work

Learn how to write and design ads for maximum results

By Jenni Simcoe, Writer

The difference between a well-written and designed print ad and a bad one comes down to one test. Does the reader turn the page, or does something in the ad capture their attention long enough to get them to read the ad, and even better, act on it? Whether you're advertising in a magazine or some other print vehicle, you have to attract your audience with magnetic ad copy and layout. A great ad will:

Grab the readers' attention.
Pique interest in your company or a specific product or service.
Build brand awareness.
Explain the benefits of your product or service.
Describe your unique selling position.
Prompt readers to take action by buying your product or service.

Keep 'em simple

Many beginning advertisers make the mistake of trying to say too much and filling up the white space with too much copy. A better approach is to keep your ad short and simple. Great ad copy tends to follow a spare formula that includes these basic elements: a catchy headline, a compelling lead, a proving statement, a close and your contact information.
Try: If you're new to advertising and copywriting, sign up for online courses at WorldWideLearn.com to learn the basics.

Sharpen your copywriting skills

You can make words jump off the page if you arm yourself with the fundamental rules of copywriting. No matter what you're selling, your ad should be conversational in tone, use short sentences and be free of any spelling or grammatical errors.
Try: Discover the 42 elements of great ad copy at Sideroad.com. If your writing skills aren't up to snuff, hire a professional copywriter at MediaBistro.com or at Guru.com.

Write headlines that grab

A headline is the make-or-break element of your ad. It's what either draws the reader in or makes your prospect flip the page. The best headlines are clear and concise, and they mention a key benefit of your product or service, provide solutions for a common problem or generate curiosity.
Try: Visit ExpatWorld.net to download the 100 best advertising headlines ever written and learn the essentials of writing headlines at About.com.

Design your layout with readers in mind

When designing your ad layout, remember that research shows that the image is the first thing readers look at, followed by the headline and body copy.
Try: Purchase print ad templates from StockLayouts.com to get a head start with proven ad layouts or hire a professional graphic artist at FreelanceDesigners.com.

Get to know the Ogilvy basic ad layout

Advertising guru David Ogilvy, of renowned ad agency Ogilvy & Mather, has created some of the world's most successful ads. Many of those ads follow a simple layout formula that has since become known as the "Ogilvy".
Try: Use the Ogilvy ad layout formula or a slight variation of it to help create your own ads.

Get design training

If you want to design your own ads, but you lack the technical know-how, get some training.
Try: Sign up for a six-lesson Web study course in Advertising Design.