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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