Have you ever looked at an ad in the local press and noticed the similar layout to that of a sales page on the Internet.

They both start with a HEADLINE that is there to capture the attention of the reader and of course at the very top of the ad or sales page. No bigger than 18pt.

Then a SUB-HEADLINE which is not always used but is there to provide more detail on the actual product/s and i would use 14pt.

Copy or Content or also know as the BODY which should always be in a type face that is easy to read and scan through. This is where you need to state the features of the product and benefits of each feature. Probably in 11 or 12pt. Remember, FEATURES tell and BENEFITS sell.

Include a VISUAL which can be a picture of the product. This is not essential especially in small printed ads or classifieds. A visual should also include a caption over the picture or along side or below. Wherever it looks best. With the webpage example this would be a jpg and named.

If you have a recognised LOGO or are promoting a brand then include this too.

Always sign off with your SIGNATURE or NAME whether it be yours or the company name and any slogan like Coca Cloa does, as in ‘Coke Is IT!’ This depends on your product but don’t be too smart here and dream up crazy slogans.

Fonts are optional but be careful not to use weird fonts or typefaces. I prefer Verdana and Ariel. Some will say always use times roman. Either way these are simple and easy to read.

Finally, always remember to identify the problem you are trying to solve before splashing out on expensive advertising and time. This will ensure greater success.

See you again soon,

Ashley Banfield

PS. A.I.D.A stands for Attention - Interest - Desire - Action and this is how your ad or copy should be based. Grab the readers attention with the headline, gain their interest with the features, make it desirable with the benefits and a call to action - This can be done with limited time offers etc.