2. Attention-grabbing headline Studies have shown that ads have about 3 _______________ to grab attention. The headline should be the first element the ________________ sees, so it has to be readable and _____________ enough to dominate the space. SECONDS EYE BIG

3. Images The image creates style and mood for your ad. It can show your product or something interesting or ________________ that grabs the attention of the ________________. Most of the time, ________________ image is more effective than many images. VIEWER FUNNY ONE

4. Benefits promise A common _________________ in writing an advertisement is to list the features of the product rather than the benefits. ______________ don’t care what you sell. They care how it will _______________ them. Instead of “Teflon coated” say “You’ll spend less time cleaning.” MISTAKE BUYERS HELP

5. Call to action This moves the buyers from interest into action. Use a phrase like “Call today for a ______________ catalog” or “Visit our ________________ to see our ___________________” FREE WEBSITE PHOTO GALLERY

6. Good copy and “white space” Make your advert readable. Use bright __________________ that contrasts with the ___________________. Don’t fill the space. Space allows the eye to focus on the ___________________ stuff. COLOURS BACKGROUND IMPORTANT