Must stop the reader from turning the page. An ad has 5-to-10 seconds to jump off the page and grab the reader’s attention.
Attracts a reader’s eye. Using the basic principals of design as they relate to layout: proportion, balance, contrast, movement and unity.
Works like a good salesperson, telling potential customers what a product will do for them.
Is built on a concept or idea. The reader must instantly recognize the concept being communicated.
Sells a product’s benefits rather than its features. People decide what to buy based on what the product will do for them, not for what ingredients it has.
Has a sense of urgency. It tells the reader to do something.
Conveys its message simply. It is believable and honest.
