Free Advertising Tip:
Make Sure Your Ad Is Easy To Read
by Tom Egelhoff
DO YOU THINK THIS SENTENCE IS EASY TO READ? WOULD YOU ENJOY A BOOK OR NEWSPAPER IN ALL CAPS? THE MORE SENTENCES THERE ARE THE HARDER IT IS TO KEEP YOUR PLACE AND THE SAMENESS OF THE LETTERS MAKE READING MORE AND MORE DIFFICULT.
The upper and lower case text gives our eyes and mind exercise. We must look up and down at the print to decipher the message.
Plus it seems like I might be yelling at you.
This tip points out that there is a time and place to use all caps. Short headlines work best.
Usually short sentences or subheads in brochures are best. But resist using it in the body text of brochures.
If you want to emphasize something in a brochure or letter, make it bold.
Also make sure your ad is not filled with "buzz words" or industry jargon. The simpler the better.
If you mean "can opener" don't refer to it as an "aluminum container opening device." While that may be an accurate description — it's also cold and impersonal.
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© Eagle Marketing PO Box 271, Bozeman, MT 59771-0271
http://www.smalltownmarketing.com - (406) 585-0219
Based in Bozeman, MT, Tom Egelhoff is the author of How To Market, Advertise & Promote Your Business Or Service In A Small Town, and The Small Town Advertising Handbook: How To Say More And Spend Less. He is also a seminar and workshop presenter and trainer. He may be reached at 406-585-0219 or PO Box 271, Bozeman, MT 59771-0271
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