How You Can Get A Magazine Scanner To Start Buying
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A scanner is someone who simply reads ads without buying, and there are a lot out there. This means we would usually read through an ad then turn the page without digesting the information. Your ad should be formatted for easy scanning. Headlines, subheads and appealing ad copy would need to be strategically placed in order to make your ad more inviting for a scanner to start buying.
Since scanners are visual readers, how do we invite them to read the copy? Better than reading the ad's text, how do we make the ad good enough for the scanner to buy? A great headline that screams "LOOK AT ME" is the first way to start out. One word headlines are too short for most copy men. Your headline should include your product's benefits and pique the curiosity of the scanner reading the ad.
Secondly, work on your subheads. The subhead should also be strong enough to catch a scanner's attention, complementing the headline, while maintaining the momentum that would turn a scanner into a reader. If your headline is Frank Sinatra, the subhead should be Dean Martin - an analogy to demonstrate the ability of a great subhead to support a great headline. If your headline says something like "GET RID OF THOSE WOBBLY BITS" to advertise a weight loss product, try something starting with "CLINICALLY PROVEN" for the subhead. A good subhead is always a good way to lead off before the offer.
You can appeal to scanners by using short paragraphs. A paragraph should be ideally 3 to 5 sentences long. If you ever need to use a long sentence, punctuate it with a much shorter, yet appealing paragraph.
Another great way of generating scanner interest is by highlighting text, or including bold or italicized passages. But don't overdo it - too much of this could leave the scanner thinking you're trying too hard. Overuse of this tools smacks of excess effort and won't impress scanners too much.
Here are a few other helpful pointers: Phrases like "limited offer", "buy it while it's hot!" or "subscribe here" can do good in calling customers to action. Post details like your toll-free numbers, Internet address or email address. Be detailed in explaining the major benefits. Compare your prices with that of the competition. Of course, you should include your product's name.
Include a second color to make your ad stand out among the rest. This could make it more striking especially if using a medium that is black and white by tradition. There are colors that work better than most. Try using red and blue as these are common, popular and effective colors. Special offers and deals should especially be highlighted to draw in potential customers.
Last, but not the least, don't forget adding a postscript. This is important due to many readers reading the last part of any ad. This way, you can recap any key points in your ad. You could also use your closing for the cliched, yet still effective "but wait, there's more" section - additional features and guarantees.
Article Source: Articlelogy.com
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