Balance in an ad

I was just working with one of my reps and a "Cash for Gold" client. Their ad has a lot to offer. The have multiple location, offer fair prices and have a good reputation and BBB rating. The problem is that their ad as no dominant element. When readers look at the ad 5 or 6 large elements compete for their attention. This can be very distracting and cause the reader to move on without acting on the ad. Keep the AIDA formula (Attention-Interest-Desire-Action) in mind when designing an ad. Use a dominant element such as a bold headline or graphic to draw the reader's attention into the ad. Once you have grabbed them by the eyeballs make sure the flow of the copy leads them through the ad (and the AIDA process) The copy should flow from left to right and top to bottom like the page in a book. It should grab their attention, tell them why they should be interested, increase their desire with an offer and then encourage action with a phone number or a coupon. Making the ad easy to follow and using this process will generate far better results for the advertiser.

Keep Smiling, Keep Selling!

Thanks Jim Busch