What Makes Effective Advertising

What Makes Effective Advertising

Know what you want the prospect to do when they read your ad: Make every element meet that objective. For example, instead of just saying “Call our toll-free number” you might say instead “Calling our toll-free number can change your life.”
Like those late-night infomercials when the announcer says “but wait, there’s more!” make sure you’re giving your prospects an offer they can’t refuse by including “more” — a free gift, a free report or great payment terms. Be careful that your offer doesn’t sound too good to be true. Give the reason why you can make such an incredible offer. You’ll sound more credible.
This is the reason your prospect should do business with you instead of your competitors. It should be your biggest selling benefit. Use it in your ad either as the headline, sub-head, bulleted points or in your guarantee.
A really powerful headline makes it clear to the prospect why they should do business with you.

Examples of powerful headlines:
“You Can Have a Flat Tummy without Any Exercise in Two Weeks”
“Amazing Herbal Formula Cures Your Migraine Headaches”
“Are You Making These Dangerous Driving Mistakes?”
“How to Make an Extra $1000 without Selling Anything”

Your prospects don’t care about you, your awards, how long you’ve been in business or the clever name of your business. They only care about what’s in it for them. Your job is to convince them that what you’re offering benefits them in some specific, concrete way.

Don’t confuse the features of your product or service with the benefits. Keep asking yourself  “so what?” or “why should I care?” after each benefit you write to make sure you get to the real benefit. You may be offering massage therapy services but you’re actually selling stress-relief or relaxation. That’s the benefit.
Everyone is skeptical. Your ad must have credibility and it must include an offer so that your prospect can use your product or services without risk.

A sincere testimonial from a real person can be very powerful and very persuasive. Offer a strong guarantee.

Using phrases in your ad like “Call now”, “Sign up right now”, “Visit our website today” trigger an emotional response so your prospects take action. Make it explicit and clear what action you want them to take.
Place a deadline on your offer or limit the quantity available so they’ll buy quickly. Use phrases like “quantities are limited” or “only enough for the first 50 callers” or “first come, first served.” But, be honest about this.
Make it easy to buy from you or to contact you. Phone numbers, website address, fax numbers and e-mail address. Make yourself available.
Things you should be thinking…

Are you selling a product, a service or a brand? and
What is the fewest number of words you can use to get your message across?

Your goal should not be your company’s entire history, or all the details of the product. Your goal should be to leave enough of an impression on the viewer that they want to look for more information on the product.

Aim for your advertising to:

  • Be noticed
  • Be understood
  • Stimulate action (such as an enquiry or visit to your store)  
  • Achieve a sale

Try to remember this acronym…AIDA – Attention, Information, Desire, Action
Get the consumer’s attention, give them the information and desire for your product, then give them a call to action.


  • Give it a human feel. Make sure it does not look too mass produced. Instead it should look as if there has been human involvement.
  • Vary your design. Using different components such as shape, size and colour stops people from getting bored. People remember what they have seen better than what they have read, so it is not so important to change the copy.
  • Have relevant high quality pictures that show the product in use.
  • People are far more likely to read captions and headings than body text.
  • Talk in the reader’s language, so do not use technical terms or jargon.
  • Keep your message simple – it is harder to take in complex ideas.
  • Your advertising should be easy to look at and easy to read. Poor use of capitalisation, bolding, or italics will decrease reading comprehension by 50%. Bad sentence structure will also reduce comprehension.
  • Make sure photos face into your ad, not toward a competitor’s ad.
  • A smaller ad should have a single focus – one solution for one problem.
  • Word your offer carefully and clearly. Your offer is a promise about the level of service  you will deliver  to your customer’s. Your offer will set your customer’s expectations, so you want to be very clear.
  • Coupons get the highest response rate for all printed marketing materials. Use one if  you can in your newspaper advertising. Track coupons by placing a ‘code’.

Source: http://www.billfryer.com/index.php?page=28-advertising-design-tips

What information should you put on your advert?


Suitable for a business with no branding.

Please provide the following information:

  • Your preferred colour(s)
  • USP or a Call to action
  • Contact details


Suitable for a business that wants to promote their services.

Please provide the following information:

  • High quality logo
  • Top 3-4 services
  • Contact details


Suitable for a business that want to give a visual of their products/services.

Please provide the following information:

  • High quality logo
  • High quality image(s)
  • USP or Call to action
  • Contact details


Suitable for a business that wants to offer a promotion.

Please provide the following information:

  • High quality logo
  • High quality image(s)
  • Promotion details
  • Contact details

Advertising Options

Supplying your own artwork? Here’s how…

Austnews accepts files from most major professional grade & non professional windows applications that conform to the following specifications:

  • Resolution should be a minimum of 300dpi
  • All colours must be converted to CMYK (no PMS colours, RGB, LAB etc)
  • All fonts should be embedded or outlined
  • Artwork to be supplied without bleed or crop marks
Fonts must be converted to outlines/curves and all images must be embedded (no links)

  • Adobe Acrobat (.pdf) (PREFERRED & RECOMMENDED)
  • Adobe Illustrator (.ai, .eps)
  • Adobe Indesign (.indd) (All images and fonts to be supplied)
  • Adobe Photoshop (.psd)

Please note that artwork created in below programs will not be offset print ready. In order to prepare them for offset printing, in most cases we have to re-layout artwork using yours only as a guide

  • Microsoft Word (.doc, .rtf)
  • Microsoft Publisher (.pub)
  • Microsoft Power Point/Excel (.ppt, .xls)

We accept artwork supplied in image formats (bitmaps) as well. However clients must ensure their image files carry enough resolution (overall detail and depth) to be able to re-produce on an offset press. Our recommended resolution is between 300 – 600 dpi.

  • BMP (.bmp)
  • JPG or Jpeg (.jpg or jpeg)
  • Tiff (.tiff)
  • PNG (.png)

Headings should be a minimum of 9pt and all other text a minimum 7pt, any smaller than this becomes hard to read.
All ads are 93mm wide (no exceptions)

Budget – 33mm
Standard – 68mm
Premium – 103mm

Larger sizes available on request

If you have any questions or are unsure about how to supply your artwork, please call 1800 245 077, we are always happy to help.

Terms Explained

Image resolution describes the detail an image holds. The term applies equally to digital images, film images, and other types of images. Higher resolution means more image detail.

Dots per inch (DPI):
Is a measure of printing resolution, in particular the number of individual dots contained within a linear one-inch (2.54 cm) space. Which means images with higher DPI produce clearer and more detailed output on the press. Often images are referred to as high resolution (hi-res) or low resolution (low-res). High resolution would be an image intended for print, generally having 300 dots per inch or more.

PDF (Portable Document Format):
PDF is a universal file format that preserves the fonts, images, graphics, and layout of any source document, regardless of the application and platform used to create it. PDF is the print industry’s recommended file format for supplying artwork

EPS (Encapsulated PostScript):
A graphical file format mainly used in the graphics and print industry. More or less self contained and ideal for supplying logos and marketing symbols.

Full colour or 4 colour process:
This is the industry standard for offset colour printing. It is the process used to re-produce full colour images using the four process printing colours – yellow, cyan, magenta, and black – to create an image with an infinite number of resultant colours. (i.e. Your weekend newspaper with colour photos and graphics or your supermarket grocery catalogue)

PLEASE NOTE: Whilst every care is taken, Austnews cannot be held responsible for any errors on final output generated by you or the software you use in creating files for output. It is the sole responsibility of the client to review all material including overprints, trapping and set colour splits in the original artwork, to attest to its accuracy. The final check before we receive your files is your responsibility. Thank you.