Successful Layouts

ILLUSTRATION

Attract the readers’ eye.

Interest the reader to carry on into the body copy.

Work with, and complement the headline.

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HEADINGAttract the reader’s attention.

Stimulate interest.

Lead the reader’s eye into the selling copy.

Identify the product or service,

Offer a benefi t.

State the selling message.

Relax on your own handcrafted Sofa

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Does the headline stop the reader and strengthen the illustration?

Relax on your own handcrafted SofaHandmade furniture – for quality and durability

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3SUB HEADINGImpart any secondary information.

Explain any claim or statement made in the headline.

Does the sub-head and/or body copy follow the headline logically?

SELLING BODY COPYAny promises made in the headline are developedin the selling body copy,

Who? What? When? Where? Why? How Much?

Use simple language, short punchy phrases that are directand easy to understand.

Don’t hesitate about getting detail into your ad!

Highlight the unique selling points.

Describe the product or service in terms of its benefi ts.

Write the way you talk.

Relax on your own handcrafted SofaHandmade furniture – for quality and durability

Handcrafted Sofas are lovingly built from scratch to the highest quality by a small team of highly skilled `old school` craftsmen with many years of experience

Each sofa frame is constructed from solid beech, which is screwed, doweled and glued for maximum strength.

Hand tied double cone springs make up the seats and backs and a combination of the best traditional and contemporary paddings are added for comfort and durability.

Everything is then lined in a soft fi re retardant felt and then expertly upholstered in the fi nished fabric of your choice.

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Relax on your own handcrafted Sofa2Relax on your own 2Relax on your own handcrafted Sofa2handcrafted Sofahandcrafted SofaHandmade furniture – for quality and durability33Handmade furniture – for quality and durability3Handmade furniture – for quality and durability

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Is the copy written and displayed in relationship to the size of ad and illustration?

CALL TO ACTIONYou can’t expect the reader to do something without telling or giving them a reason to do so.

Once you’ve sold the product or service with the selling body copy, use the action line to tell the reader what to do if they want to buy the product or service.

The action line should also suggest urgency or immediacy or response.

Visit our showroom today…

Call now for more information…

Hurry! Sale ends tomorrow…

Offer available for a limited period only

Relax on your own handcrafted SofaHandmade furniture – for quality and durability

For bespoke furniture that combines design excellencewith quality craftsmanship call 01234 567 890

Handcrafted Sofas are lovingly built from scratch to the highest quality by a small team of highly skilled `old school` craftsmen with many years of experience

Each sofa frame is constructed from solid beech, which is screwed, doweled and glued for maximum strength.

Hand tied double cone springs make up the seats and backs and a combination of the best traditional and contemporary paddings are added for comfort and durability.

Everything is then lined in a soft fi re Everything is then lined in a soft fi re Everything is then lined in a sofretardant felt and then expertly upholstered in the fi nished fabric of your choice.

1

Relax on your own handcrafted Sofa2Relax on your own 2Relax on your own handcrafted Sofa2handcrafted Sofahandcrafted SofaHandmade furniture – for quality and durability33Handmade furniture – for quality and durability3Handmade furniture – for quality and durability

scratch to the highest quality by a small team of highly skilled `old school` craftsmen with

frame is constructed from solid

seats and backs and a combination of the best traditional and contemporary paddings are added for comfort and durability.

Everything is then lined in a sof4scratch to the highest quality by a small team 4scratch to the highest quality by a small team

of highly skilled `old school` craftsmen with 4of highly skilled `old school` craftsmen with seats and backs and a combination of the 4seats and backs and a combination of the best traditional and contemporary paddings 4best traditional and contemporary paddings are added for comfort and durability.4are added for comfort and durability.

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Has a reason for immediate action by the reader been given?

NAMEBLOCK The name of the company, its logo, address, website, email, phone number, affi liation logos, list of credit cards, map (if the premises are diffi cult to fi nd) should appear at the bottom of the ad.

Relax on your own handcrafted SofaHandmade furniture – for quality and durability

Handcrafted

For bespoke furniture that combines design excellencewith quality craftsmanship call 01234 567 890

1 Any Street, Anytown, Anywhere, Anyshire | www.handcrafted.co.uk

Handcrafted Sofas are lovingly built from scratch to the highest quality by a small team of highly skilled `old school` craftsmen with many years of experience

Each sofa frame is constructed from solid beech, which is screwed, doweled and glued for maximum strength.

Hand tied double cone springs make up the seats and backs and a combination of the best traditional and contemporary paddings are added for comfort and durability.

Everything is then lined in a soft fi re Everything is then lined in a soft fi re Everything is then lined in a sofretardant felt and then expertly upholstered in the fi nished fabric of your choice.

1

Relax on your own handcrafted Sofa2Relax on your own 2Relax on your own handcrafted Sofa2handcrafted Sofahandcrafted SofaHandmade furniture – for quality and durability33Handmade furniture – for quality and durability3Handmade furniture – for quality and durability

scratch to the highest quality by a small team of highly skilled `old school` craftsmen with

frame is constructed from solid

seats and backs and a combination of the best traditional and contemporary paddings are added for comfort and durability.

Everything is then lined in a sof4scratch to the highest quality by a small team 4scratch to the highest quality by a small team

of highly skilled `old school` craftsmen with 4of highly skilled `old school` craftsmen with seats and backs and a combination of the 4seats and backs and a combination of the best traditional and contemporary paddings 4best traditional and contemporary paddings are added for comfort and durability.4are added for comfort and durability.

Handcrafted

For bespoke furniture that combines design excellencewith quality craftsmanship call

in the fi nished fabric of your choice.

5For bespoke furniture that combines design excellence5For bespoke furniture that combines design excellencewith quality craftsmanship call 5with quality craftsmanship call

6Is the name of the advertiser, the address, telephone and other relevant information correct?

Relax on your own handcrafted SofaHandmade furniture – for quality and durability

Handcrafted

For bespoke furniture that combines design excellence with quality craftsmanship call 01234 567 890

1 Any Street, Anytown, Anywhere, Anyshire | www.handcrafted.co.uk

Handcrafted Sofas are lovingly built from scratch to the highest quality by a small team of highly skilled `old school` craftsmen with many years of experience

Each sofa frame is constructed from solid beech, which is screwed, doweled and glued for maximum strength.

Hand tied double cone springs make up the seats and backs and a combination of the best traditional and contemporary paddings are added for comfort and durability.

Everything is then lined in a soft fire retardant felt and then expertly upholstered in the finished fabric of your choice.

Prices start from £899

FREE stainguard protection with all orders taken June

Price the offer

Unique and compelling offer

Have all the relevant details, prices, etc. been included?

Relax on your own handcrafted SofaHandmade furniture – for quality and durability

Handcrafted

For bespoke furniture that combines design excellencewith quality craftsmanship call 01234 567 890

1 Any Street, Anytown, Anywhere, Anyshire | www.handcrafted.co.uk

Handcrafted Sofas are lovingly built from scratch to the highest quality by a small team of highly skilled `old school` craftsmen with many years of experience

Each sofa frame is constructed from solid beech, which is screwed, doweled and glued for maximum strength.

Hand tied double cone springs make up the seats and backs and a combination of the best traditional and contemporary paddings are added for comfort and durability.

Everything is then lined in a soft fi re retardant felt and then expertly upholstered in the fi nished fabric of your choice.

Prices start from £899

FREE stainguard protection with all orders taken June

Benefi t headline

Identify the readers needs

Make a specifi c offer to sell something 25pts

Propose a solution

Unique and compelling offer

Develop a hook or theme 20pts

Price the offer 20pts

Urgency with time and quality limits 15pts

Ask for specifi c action 15pts

100pts!

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Relax on your own handcrafted SofaHandmade furniture – for quality and durability

Handcrafted

For bespoke furniture that combines design excellencewith quality craftsmanship call 01234 567 890

1 Any Street, Anytown, Anywhere, Anyshire | www.handcrafted.co.uk

Handcrafted Sofas are lovingly built from scratch to the highest quality by a small team of highly skilled `old school` craftsmen with many years of experience

Each sofa frame is constructed from solid beech, which is screwed, doweled and glued for maximum strength.

Hand tied double cone springs make up the seats and backs and a combination of the best traditional and contemporary paddings are added for comfort and durability.

Everything is then lined in a soft fi re retardant felt and then expertly upholstered in the fi nished fabric of your choice.

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Prices start from £899

FREE stainguard protection with all orders taken June

Visual Impactyou must stop the reader before you can sell to them

Market selectionis it aimed at the correct target audience?

Balance/Eyefl owis it appealing and easy to read? Avoid clutter!

Contact detailby phone, address, web, email - are they clear enough?

Accuracyspellings and elements - are all the elements displayed in the correct relationship

Appearance as a unitthis may be surrounded by editorial and other ads– will it grab the attention

ChecklistRelax on your own handcrafted SofaHandmade furniture – for quality and durability

1 Any Street, Anytown, Anywhere, Anyshire | www.handcrafted.co.uk

Handcrafted Sofas are lovingly built from scratch to the highest quality by a small team of highly skilled `old school` craftsmen with many years of experience

Each sofa beech, which is screwed, doweled and glued for maximum strength.

Relax on your own handcrafted SofaHandmade furniture – for quality and durability

Handcrafted

For bespoke furniture that combines design excellencewith quality craftsmanship call

1 Any Street, Anytown, Anywhere, Anyshire | www.handcrafted.co.uk

Prices start from

FREE stainguard protection

Relax on your own

Handmade furniture – for quality and durability

1 Any Street, Anytown, Anywhere, Anyshire | www.handcrafted.co.uk

Hand tied double cone springs make up the seats and backs and a combination of the best traditional and contemporary paddings are added for comfort and durability.

t fi re retardant felt and then expertly upholstered

Relax on your own handcrafted SofaHandmade furniture – for quality and durability

Prices start from £899

Handcrafted

For bespoke furniture that combines design excellence with quality craftsmanship call 01234 567 890

1 Any Street, Anytown, Anywhere, Anyshire | www.handcrafted.co.uk

Handcrafted Sofas are lovingly built from scratch to the highest quality by a small team of highly skilled `old school` craftsmen with many years of experience

Each sofa frame is constructed from solid beech, which is screwed, doweled and glued for maximum strength.

Hand tied double cone springs make up the seats and backs and a combination of the best traditional and contemporary paddings are added for comfort and durability.

Everything is then lined in a soft fire retardant felt and then expertly upholstered in the finished fabric of your choice.

FREE stainguard protection with all orders taken June

Relax on your own handcrafted SofaHandmade furniture – for quality and durability

Handcrafted

For bespoke furniture that combines design excellence with quality craftsmanship call 01234 567 890

1 Any Street, Anytown, Anywhere, Anyshire | www.handcrafted.co.uk

Handcrafted Sofas are lovingly built from scratch to the highest quality by a small team of highly skilled `old school` craftsmen with many years of experience

Each sofa frame is constructed from solid beech, which is screwed, doweled and glued for maximum strength.

Hand tied double cone springs make up the seats and backs and a combination of the best traditional and contemporary paddings are added for comfort and durability.

Everything is then lined in a soft fire retardant felt and then expertly upholstered in the finished fabric of your choice.

Prices start from £899

FREE stainguard protection with all orders taken June

A successful layout…

attracts the attention

provides a clear, powerful message

tells the story, in the right tone, in the right look and to the right audience