In summary, if prospects don't respond to your ads, it's probably for one of these reasons:

Reason #1: Prospects don't see your ad because nothing attracts your prospect's eyes to your ad.

Reason #2: Prospects don't read your ad because the headline doesn't seize their attention.

Reason #3: Prospects don't respond to your ad because your wording is weak and uninteresting.

Reason #4: Prospects don’t believe what you say in your ad.

Reason #5: Prospects don't respond to your ad because your offer is not clear.

Reason #6: Prospects don't respond because they don't know what action you want them to take.

Reason #7: Prospects intend to respond to your ad but they aren’t motivated to act now. They set your ad aside, something else comes up — and you’re history.

These advertising tips explain effective ways to communicate your message. You can use these powerful, proven ways to capture your prospect's attention, convey your marketing message and increase response to your ads.

Secret #1: Make sure your ad has one large, dark element.

It may be a heavy black headline, a photograph or an illustration — anything that's big and dark. Try this: Open a newspaper and notice which ad you see first. You'll discover that the ad that gets your attention right away is the ad that contains the largest and darkest single element. Now you can see that it isn't always the biggest ad that draws the most attention. A small ad can draw more attention than a big ad if the small ad contains the largest and darkest headline or picture on the page.

Secret #2: Make sure your headline is large and bold. 

Narrow typefaces aren't wide enough to attract attention. So make sure the type you choose for your headline is large, wide, bold and easy to read. This way, the person scanning the page can't help but see your headline. And if your headline contains a powerful message, it will seize your reader's attention and stop him in his tracks.

Secret #3: Use a simple layout and avoid clutter. 

One large picture works better than several small pictures. You want to help your prospect's eyes flow smoothly from the top left corner to the bottom right corner of your ad. If you obstruct that flow, make sure the obstruction is a vital part of your advertising message.

Secret #4: Never let your art work overwhelm the wording. 

What you say is always more important than how it looks. To say it another way, your message is always more important than the art. Don't use so many photos or illustrations that your reader can't follow your message. No matter what you're advertising, never let your art work overwhelm your words. Make sure that your artist understands and abides by this basic commandment.

Secret #5: Don't print words across a photograph or illustration. 

This does not mean don't print above or below the photograph. It means do not print on top of a photograph or illustration, even if the photo appears only faintly on the page. When you print words across a photograph, you shoot yourself in the foot because, in most cases, the words are simply too hard to read. As a result, the reader turns the page and you lose a prospect. If you want to make your ad artistic or stylish, find another way — because when you print words on top of pictures, you greatly reduce your ad's impact. (To see how overprinting can hurt you, look for examples in newspapers or the yellow pages. They're easy to spot because the ads are nearly impossible to read.)

Secret #6: Get the main point of your message into your headline. 

Four out of five readers do not read past the headline. So if you depend on the body of your ad to tell your story, you are wasting 80% of your money. The headline is the only part of the ad most people read.

Secret #7: Make sure the headline tells your reader how he benefits from hiring your services. 

Every headline has one job: to stop your prospect and get him to read your ad. The quickest and easiest way to stop your prospect is by promising him something he wants. So, in your headline, tell the reader how he will benefit from your services.

Secret #8: Your headline should point out how you're different from your competitors. 

If your prospect doesn't know how you differ from other lawyers, he has no reason to choose you over someone else. But when he values your positive differences — what we call your "competitive advantages” — he has good reasons to hire your services. Your headline should instantly convey what makes you different from everyone else.

Secret #9: Don't skimp on facts. 

If you want your prospect to hire you, you need to answer every question he might ask. This means you'll be lengthy, but don't worry. Long copy sells. Not because it's long, but because it's complete. If you reach an interested prospect, he'll read all the copy you give him. You can't expect your prospect to hire you if he doesn't have enough information to make a decision.

Secret #10: If you make a claim, prove it. 

Support your claims with facts, figures, testimonials, case histories. Remember, words like “quality”, “value”, and “results” aren't proof of anything. They're simply unsupported claims. Positive, specific statements build the credibility you need so your prospect believes what you say.

Secret #11: Get to the point — FAST! 

Your prospect's first question is always, "What's in it for me?" Many ad writers take too long to get to the main benefit. Don't save your most important benefit until last. Put it in the first paragraph. The rule in advertising says to Fire Your Biggest Gun First.

Secret #12: Write the way you talk. 

Always use down-to-earth, everyday language. Ask yourself, would most of my prospects understand what I'm saying? When you write in plain English, you increase your ad's readership. And the better your readership, the better your response. Look for ways to warm up your copy — to make it more friendly and personal.

Secret #13: Tell people what they'll lose if they don't buy. 

Remember this important principle: The fear of loss is greater than the desire for gain. This means your prospect fears losing something MORE than he wants to gain or achieve something.

Many ads tell prospects what they'll gain by buying a product or service: Increased profits. Lower taxes. More protection. Added flavor. Faster relief.

But if you want to add even more power to your message, also point out what your prospect will lose if he doesn't buy. Here’s an example of someone trying to persuade people to transfer their money from a savings account to an insurance annuity.

"By keeping your money in a 3% savings account, you and your loved ones lose $25.00 every day. Don't let your nest egg slip through your fingers. Haven't you lost enough money already? Today, move your account to our new 6% annuity and give your family the guaranteed income and protection they deserve. Otherwise, you'll lose another $25.00 tomorrow, and the next day, and the next."

Do you see how powerful the message becomes when you point out what the prospect loses by not acting?

Secret #14: Don't waste words. 

Examine each word in your ad. Is it necessary? Does it help get your prospect to act now? If it doesn't help, it hurts — because it distracts your reader from the important parts of your message. If you don't need a word, get rid of it. Lean writing looks better, reads better, and it's easier to understand. It moves your prospect to action. So don't waste words.

Secret #15: Tell your prospect exactly what you want him to do. 

It's amazing how many ads don't ask the reader to do anything. They simply hope the reader can figure it out for himself. If your prospect is interested enough to read your ad, he wants to know how to respond. So tell him what you want him to do: "Call for your free brochure." "Call to schedule your free consultation." "Register now for our free seminar." If you want your prospect to respond, don't leave him guessing. Tell him exactly what you want him to do.


Secret #16: Invite telephone calls. 

Many people are shy. They want to talk with you. They don't want to interrupt what you're doing, so they hesitate to call. Eventually, their reluctance becomes permanent and you've lost another client. Make sure prospects know you welcome their calls and you're happy to talk with them over the telephone.

Secret #17: Make sure your telephone number is easy to find and easy to read. 

If your prospect reads your ad, don't make it hard for him to respond. Feature your telephone number in large, easy-to-read, bold type. No fancy scripts. No fine print. If your reader can't find your phone number — or if he has trouble reading it — he won't bother. He'll call your competitors.

Secret #18: Offer to give advice over the telephone. 

Meeting with you in person is often a burden to your prospect. If your hours end at 5 p.m., your prospect may need to take time off work to meet with you. Then he'll have to fight traffic and find a place to park. Plus he may have to rush his meeting with you so he can get back to work on time. When you offer to give advice over the telephone, you make getting advice convenient for your prospect. And it helps you establish your credibility in a calm, unhurried telephone call. Then, when you suggest an in-person meeting, your prospect will be more open to your suggestion.

Secret #19: Include a toll-free number so prospects can reach you without paying for a long-distance phone call. 

How many times have you prepared to make a call — and then changed your mind when you found out the call was long distance? I know I have. Today's consumers want good service and part of good service is not asking your prospect to pay money to call you. If you want to increase response to your ads, provide a toll-free number.