Advertising | Improve Ad Response/title> <meta http-equiv="Content-Type" content="text/html; charset=iso-8859-1"> <meta name="Keywords" content="ad response, advertising.com,adserving,ad-serving,online,advertising,promotions,internet,web,email,e-mail,marketing,search,engine,searchengine,search-engine,optimization,technology,lead,generation,leads,interactive,performance,performance-based,network,keyword,keywords,management,automated,permission-based,directemail,direct-email,geo,geo-targeting,target,targeting,data,database,analytics,research,media,planning,marketer,advertiser,agency,publisher,ecommerce,e-commerce,placement,adselect,adlearn,aceserve,acepro,conversions,tracking,roi,click,clicks,advertsising.com,adveritising.com,adveritsing.com,adverising.com,advertsiing.com,advertsiing.com,behavioral,marketing,behavioral,targeting,search,engine,marketing,paid,placement,pay-for-performance,pay,for,performance,CPA,CPC,CPM,branding,online,interactive,marketing,online,promotions,,online,network,website,network,demographic,targeting,advertising,revenue,affiliates,affiliate,marketing,affiliate,placements,direct-response,direct,response,customer,acquisition,cost-per-sale,cost,per,sale,cost,per,lead,cost-per-lead,leadback"> <meta name="Description" content="Techniques for Improving Ad Response Rates from Marketingscoop. MarketingScoop.com is the internet's biggest and best source of free advertising resources for print advertising, online advertising, internet advertising and more."> <meta name="ROBOTS" content="ALL"> <script language=javascript> function mailToFriend() { var strURL=new String(document.location); var str=strURL.split("/") var strPage=str[str.length-1]; var strPageURL="EmailFriend.aspx?pid="+strPage; window.open(strPageURL,'emailtofriend','width=406,height=360,top=200,left=300'); } </script>  <link rel="stylesheet" type="text/css" href="css/style.css">  </head> <body> <table width="779" border="0" align="center" cellpadding="0" cellspacing="1"> <tr> <td colspan="2"> </td> </tr> <tr> <td width="230" align="center"><a href="http://www.marketingscoop.com"><img src="images/scoop-logo.gif" alt="Marketing Expert graphic" border="0" title="Marketing Expert graphic"></a></td> <td width="549"><img src="images/header-pic.jpg" alt="Internet Marketing Secrets image" title="Marketing Scoop"></td> </tr> <tr> <td> </td> <td bgcolor="#BEC4C1"><form name="search" method="get" action="searchresult.aspx"> <table width="540" border="0" align="center" cellpadding="0" cellspacing="0"> <tr> <td width="56" class="search">SEARCH:</td> <td width="160"><input type="text" name="sc" class="input"></td> <td width="40"><input name="imageField" type="image" src="images/go.gif" alt="Go" title="Go"></td> <td width="110"><a href="http://www.marketingscoop.com/advancedsearch.aspx" class="searchlink" title="Advanced Search">Advanced Search</a></td> <td width="174" align="right"><a href="http://www.marketingscoop.com/userlogin.aspx" class="toplinks" title="Login">Login</a> <strong>|</strong> <a href="http://www.marketingscoop.com/sitemap.htm" class="toplinks" title="Sitemap">Sitemap</a></td> </tr> </table> </form></td> </tr> </table> <table width="779" border="0" align="center" cellpadding="0" cellspacing="0"> <tr> <td><img src="images/spacer.gif" alt="Spacer" height="10"></td> <td width="549" colspan="2" rowspan="2" valign="top"><img src="images/spacer.gif" alt="Spacer" title="Spacer" height="10" width="530">  <h1>Techniques for Improving Ad Response Rates</h1> <p> <h3>Lift response, readership and recall</h3> <p>Copy that sells is clean, easy to read, uncluttered and interactive (it has a response device like a phone number), Phil Sawyer, VP of Starch Communications. Again and again, he's found similarities in copy and ads that sell. The results of these tests can't tell you everything, but they can tell you what bad ads (those that don't sell) have in common. That's money in the bank for any marketer under pressure to lift ROT. </p> <div style= "display:block;float:right;margin: 15px 5px 5px 15px;"> <script type="text/javascript"> </script> <script type="text/javascript" src="http://pagead2.googlesyndication.com/pagead/show_ads.js"> </script> </div> <h3>Here are some of the insider tips that'll lift response, readership and recall:</h3> <p><strong>1. Why bury your contact info?</strong> You see it in every trade pub and newspaper, contact numbers and Web sites in teeny weeny print at the bottom of the ad. That's the last thing even the most dedicated prospect reads. You can lift response by increasing font size or using contrasting colors. Or try something radical, like moving the contact details up in your copy.</p> <p><strong>2. Busy-busy ruins response.</strong> It's tempting to appeal to a wide range of readers with a variety of photos or images, etc. But the best b2b ads Sawyer reviewed — the ones that best attracted and held attention — had only one photo. The worst? Many competing images. And photos nearly always outscore illustrations or drawings.</p> <p><strong>3. Color me pretty.</strong> It's rare to see monochromatic ads score well. So try using high contrasting colors, and err on the side of caution by using colors that rate well — dark blue or golden yellow, for example.</p> <p><strong>4. No headline, no link.</strong> No matter how great an ad or image, Sawyer recommends against omitting a headline. It's the "bridge" that takes the reader into the copy. Without it, they drown, response falls. Splash.</p> <p><strong>5. Keep that bridge short.</strong> Because headlines sell, there's often a temptation to make them longer. Like any bridge, interest falls off after a while. The best? Nine words or fewer and two lines long. <h3>Make it easy to read</h3> <p><strong>6. No blurry photos/images.</strong></p> <p><strong>7. Watch the justification. </strong>Justifying the left margins helps the reader find the beginning of your copy. But copy that's centered or justified on both sides is harder to read.</p> <p><strong>8. Be wary of funky fonts.</strong> Weird typeface, including stuff that looks like a ransom note, or copy at an angle, also deters readers.</p> <p><strong>9. Capitalize lightly.</strong> Try this: Read a paragraph of copy where every word's been capitalized. It slows you down. The choice: Use capitals sparingly or see response fall.</p> <h3>Negatives hurt response<br> </h3> <strong>10. Be kind to your models.</strong> Have you seen ads where the layout severs an arm or amputates the model's head? Well, anything like this savages response. The best response? Photos of smiling people looking-squarely at the-camera. <p><strong>11. Avoid negative stimuli.</strong> Showing angry people or using copy that inflames can depress response. It's human nature; people prefer pleasant images and ideas.</p> <p><strong>12. Follow the eyes.</strong> Before you hit the print button on your next ad or lay out, watch a few people read it and follow their eyes. A photo of a soaring tower above the body copy may take the readers' eyes up the page, away from the copy, where they may fly away to the next page.</p> <p><strong>Source: </strong>Adapted from presentation by Sawyer, SVP, Starch Communications, NOP World </p>  <a href="http://www.addthis.com/bookmark.php" onclick="addthis_url = location.href; addthis_title = document.title; return addthis_click(this);" target="_blank"><img src="http://s5.addthis.com/button2-bm.png" width="160" height="24" border="0" alt="AddThis Social Bookmark Button" /></a> <script type="text/javascript">var addthis_pub = 'mfleischner';</script><script type="text/javascript" src="http://s5.addthis.com/js/widget.php?v=10"></script>  <p align="center"><a href="javascript:;" onClick="mailToFriend()"><img src="images/email-friend.gif" alt="Email a Friend" hspace="5" border="0" title="Email a Friend"></a> <a href="javascript:window.print()"><img src="images/print.gif" alt="Print" hspace="5" border="" title="Print"></a></p> <p align="center"> </p>  <div class="bottomline"><img src="images/spacer.gif" alt="Spacer" title="Spacer"></div> <div class="bottom"><a href="http://www.marketingscoop.com/" title="Home" class="bottomlinks">Home</a> | <a href="http://www.marketingscoop.com/about.htm" title="Home" class="bottomlinks">About</a> | <a href="http://www.marketingscoop.com/press.htm" title="Press" class="bottomlinks">Press</a> | <a href="http://www.marketingscoop.com/contactus.aspx" title="Contact Us" class="bottomlinks">Contact Us</a> | <a href="http://www.marketingscoop.com/testimoniallist.aspx" title="Testimonials" class="bottomlinks">Testimonials</a> | <a href="http://www.marketingscoop.com/advertising.htm" title="Advertising" class="bottomlinks">Advertising</a> | <a href="http://www.marketingscoop.com/directmarketing.htm" title="Direct Marketing" class="bottomlinks">Direct Marketing</a> | <a href="http://www.marketingscoop.com/internetmarketing.htm" title="Internet Marketing" class="bottomlinks">Internet Marketing</a><br> <a href="http://www.marketingscoop.com/marketresearch.htm" title="Market Research" class="bottomlinks">Market Research</a> | <a href="http://www.marketingscoop.com/marketingstrategy.htm" title="Marketing Strategy" class="bottomlinks">Marketing Strategy</a> | <a href="http://www.marketingscoop.com/publicrelations.htm" title="Public Relations" class="bottomlinks">Public Relations</a> | <a href="http://www.marketingscoop.com/searchengineoptimization.htm" title="Search Engine Optimization" class="bottomlinks">Search Engine Optimization</a><a href="http://www.marketingscoop.com/tradeshows.htm" title="Tradeshows & Events" class="bottomlinks"><br> Tradeshows</a> | <a href="http://www.marketingscoop.com/serviceprovidersearch.aspx?type=se" title="Service Providers" class="bottomlinks">Service Providers</a> | <a href="http://www.marketingscoop.com/whoswho.aspx?type=wh" title="Who's Who?" class="bottomlinks">Who's Who? in Marketing </a> | <a href="http://www.marketingscoop.com/articletoolsearch.aspx?type=ar" title="Marketing Tools" class="bottomlinks">Marketing Tools</a> | <a href="http://www.marketingscoop.com/marketingjobs.htm" title="Marketing Job Search" class="bottomlinks">Marketing Job</a><br> <a href="http://www.marketingscoop.com/forumcategorylist.aspx" title="Message Board" class="bottomlinks">Message Board</a> | <a href="http://www.marketingscoop.com/glossarylisting.aspx" title="Marketing Glossary" class="bottomlinks">Marketing Glossary</a> | <a href="http://www.marketingscoop.com/articles.htm" title="Free Articles" class="bottomlinks">Free Marketing Articles</a> | <a href="http://www.marketingscoop.com/submission.aspx" title="Article Submission" class="bottomlinks">Article Submission</a> | <a href="http://www.marketingscoop.com/safelink.aspx" title="SAFELINK Program" class="bottomlinks">SAFELINK Program</a><br> <a href="https://www.cafepress.com/marketingscoop" title="Logo Store" target="_blank" class="bottomlinks">Logo Store</a> | <a href="http://www.marketingscoop.com/careers.htm" title="Careers" class="bottomlinks">Careers</a> | <a href="http://www.marketingscoop.com/terms.htm" title="Terms" class="bottomlinks">Terms</a> | <a href="http://www.marketingscoop.com/privacy.htm" title="Privacy" class="bottomlinks">Privacy</a> | <a href="http://marketing-expert.blogspot.com" title="Submissions" class="bottomlinks">Marketing Blog</a> | <a href="http://www.marketingscoop.com/terms.htm" title="Terms" class="bottomlinks"></a><a href="http://www.marketingscoop.com/marketingblogdirectory.htm" title="Blog Directory" class="bottomlinks">Marketing Blog Directory</a> | <a href="http://www.marketingscoop.com/links.htm" title="Link Exchange" class="bottomlinks">Link Exchange</a> | <a href="http://www.marketingscoop.com/sitemap.htm" title="Sitemap" class="bottomlinks">Sitemap</a></div></td> </tr> <tr>  <td width="210" valign="top" class="navtd"> <div id="navline"> <div class="nav"> <div class="lt-lk-heading">Category</div> <div> <a href="http://www.marketingscoop.com/index.htm" title="Home">Home</a> <a href="http://www.marketingscoop.com/advertising.htm" title="Advertising">Advertising</a> <a href="http://www.marketingscoop.com/directmarketing.htm" title="Direct Marketing">Direct Marketing</a> <a href="http://www.marketingscoop.com/internetmarketing.htm" title="Internet Marketing">Internet Marketing</a> <a href="http://www.marketingscoop.com/marketresearch.htm" title="Market Research">Market Research</a> <a href="http://www.marketingscoop.com/marketingstrategy.htm" title="Marketing Strategy">Marketing Strategy</a> <a href="http://www.marketingscoop.com/publicrelations.htm" title="Public Relations">Public Relations</a> <a href="http://www.marketingscoop.com/searchengineoptimization.htm" title="Search Engine Optimization">Search Engine Optimization</a> <a href="http://www.marketingscoop.com/tradeshows.htm" title="Tradeshows & Events">Trade shows & Events</a> </div> <div class="spacer"><img src="http://www.marketingscoop.com/images/spacer.gif" alt=""></div> <div class="lt-lk-heading">Searches</div> <div> <a href="http://www.marketingscoop.com/serviceprovidersearch.aspx?type=se" title="Service Providers">Marketing Service Providers</a> <a href="http://www.marketingscoop.com/whoswho.aspx?type=wh" title="Who's Who?">Who's Who? in Marketing</a> <a href="http://www.marketingscoop.com/articletoolsearch.aspx?type=ar" title="Marketing Tools">Marketing Tools</a> <a href="http://www.marketingscoop.com/marketingjobs.htm" title="Job Search">Marketing Jobs</a> </div> <div class="spacer"><img src="http://www.marketingscoop.com/images/spacer.gif" alt=""></div> <div class="lt-lk-heading">Resources</div> <a href="http://www.marketingscoop.com/forumcategorylist.aspx" title="Message Board">Message Board</a> <a href="http://www.marketingscoop.com/glossarylisting.aspx" title="Marketing Glossary">Marketing Glossary</a> <a href="http://www.marketingscoop.com/marketingblogdirectory.htm" title="Marketing Blog Directory">Marketing Blog Directory</a> <a href="http://www.marketingscoop.com/articles.htm" title="Free Articles">Free Marketing Articles</a> </div> <div class="lt-lk-heading" ><a href="http://www.marketingscoop.com/contactus.aspx" title="Contact Us" class="new-link">Contact Us</a></div> <div class="spacer"><img src="http://www.marketingscoop.com/images/spacer.gif" alt=""></div> <div class="spacer"><img src="http://www.marketingscoop.com/images/spacer.gif" alt=""></div> </div> </div> </div> </div> </td>  </tr> <tr> <td class="hline"><img src="images/spacer.gif" alt="Spacer" width="1" height="1" title="Spacer"></td> <td class="hline1"><img src="images/spacer.gif" alt="Spacer" width="1" height="1" title="Spacer"></td> </tr> </table> <table width="779" border="0" align="center" cellpadding="0" cellspacing="0"> <tr> <td> </td> </tr> <tr> <td class="footer">© 2007 copyright www.marketingscoop.com <a href="http://www.marketingscoop.com">Internet marketing expert</a> marketing secrets </td> </tr> </table> </body> </html>