Successful Layouts
1
ILLUSTRATION Attract the readers’ eye. Interest the reader to carry on into the body copy. Work with, and complement the headline.
Relax on your own 2 handcrafted Sofa 1
HEADING Attract the reader’s attention. Stimulate interest. Lead the reader’s eye into the selling copy. Identify the product or service, Offer a benefit. State the selling message.
Does the headline stop the reader and strengthen the illustration?
Relax on your own 2 handcrafted Sofa 3 1 Handmade furniture – for quality and durability
SUB HEADING Impart any secondary information. Explain any claim or statement made in the headline.
Does the sub-head and/or body copy follow the headline logically?
Relax on your own 2 handcrafted Sofa 3 1 Handmade furniture – for quality and durability
SELLING BODY COPY Any promises made in the headline are developed in the selling body copy, Who? What? When? Where? Why? How Much? Use simple language, short punchy phrases that are direct and easy to understand.
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
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.
Each sofa frame is constructed from solid beech, which is screwed, doweled and glued for maximum strength.
Everything is then lined in a soft fire retardant felt and then expertly upholstered in the finished fabric of your choice.
4
Don’t hesitate about getting detail into your ad! Highlight the unique selling points. Describe the product or service in terms of its benefits. Write the way you talk.
Is the copy written and displayed in relationship to the size of ad and illustration?
Relax on your own 2 handcrafted Sofa 3 1 Handmade furniture – for quality and durability
CALL TO ACTION You 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.
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
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.
Each sofa frame is constructed from solid beech, which is screwed, doweled and glued for maximum strength.
Everything is then lined in a sof soft fire retardant felt and then expertly upholstered in the finished fabric of your choice.
4 5
For bespoke furniture that combines design excellence with quality craftsmanship call 01234 567 890
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
Has a reason for immediate action by the reader been given?
Relax on your own 2 handcrafted Sofa 3 1 Handmade 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
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.
Each sofa frame is constructed from solid beech, which is screwed, doweled and glued for maximum strength.
Everything is then lined in a sof soft fire retardant felt and then expertly upholstered in the finished fabric of your choice.
NAMEBLOCK The name of the company, its logo, address, website, email, phone number, affiliation logos, list of credit cards, map (if the premises are difficult to find) should appear at the bottom of the ad.
4 5 Handcrafted 6
For bespoke furniture that combines design excellence with quality craftsmanship call 01234 567 890 1 Any Street, Anytown, Anywhere, Anyshire | www.handcrafted.co.uk
Is the name of the advertiser, the address, telephone and other relevant information correct?
Relax on your own handcrafted Sofa Handmade furniture – for quality and durability Prices start from £899
FREE stainguard protection with all orders taken June 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
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.
Each sofa frame is constructed from solid beech, which is screwed, doweled and glued for maximum strength.
Everything is then lined in a soft fire retardant felt and then expertly upholstered in the finished fabric of your choice.
Price the offer
Unique and compelling offer
For bespoke furniture that combines design excellence with quality craftsmanship call 01234 567 890
Handcrafted 1 Any Street, Anytown, Anywhere, Anyshire | www.handcrafted.co.uk Have all the relevant details, prices, etc. been included?
Relax on your own handcrafted Sofa Handmade furniture – for quality and durability Prices start from £899
Benefit headline Identify the readers needs Make a specific offer to sell something
25pts
Propose a solution Unique and compelling offer FREE stainguard protection with all orders taken June 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
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.
Each sofa frame is constructed from solid beech, which is screwed, doweled and glued for maximum strength.
Everything is then lined in a soft fire retardant felt and then expertly upholstered in the finished fabric of your choice.
For bespoke furniture that combines design excellence with quality craftsmanship call 01234 567 890
Handcrafted 1 Any Street, Anytown, Anywhere, Anyshire | www.handcrafted.co.uk
Develop a hook or theme
20pts
Price the offer
20pts
Urgency with time and quality limits
15pts
Ask for specific action
15pts
100pts!
Relax on your own handcrafted Sofa Handmade furniture – for quality and durability
Checklist 1
Visual Impact
2
Market selection
3
Balance/Eyeflow
4
Contact detail
5
Accuracy
6
Appearance as a unit
Prices start from £899
FREE stainguard protection with all orders taken June 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
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.
Each sofa frame is constructed from solid beech, which is screwed, doweled and glued for maximum strength.
Everything is then lined in a softt fire retardant felt and then expertly upholstered in the finished fabric of your choice.
For bespoke furniture that combines design excellence with quality craftsmanship call 01234 567 890
Handcrafted 1 Any Street, Anytown, Anywhere, Anyshire | www.handcrafted.co.uk
you must stop the reader before you can sell to them
is it aimed at the correct target audience?
is it appealing and easy to read? Avoid clutter!
by phone, address, web, email - are they clear enough? spellings and elements - are all the elements displayed in the correct relationship this may be surrounded by editorial and other ads – will it grab the attention
Relax on your own handcrafted Sofa Handmade furniture – for quality and durability Prices start from £899
FREE stainguard protection with all orders taken June 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
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.
Each sofa frame is constructed from solid beech, which is screwed, doweled and glued for maximum strength.
Everything is then lined in a soft fire retardant felt and then expertly upholstered in the finished fabric of your choice.
For bespoke furniture that combines design excellence with quality craftsmanship call 01234 567 890
Handcrafted
1 Any Street, Anytown, Anywhere, Anyshire | www.handcrafted.co.uk
Relax on your own handcrafted Sofa
A successful layout…
Handmade furniture – for quality and durability Prices start from £899
attracts the attention provides a clear,
powerful message
FREE stainguard protection with all orders taken June 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
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.
tells the story, in the
Each sofa frame is constructed from solid beech, which is screwed, doweled and glued for maximum strength.
Everything is then lined in a soft fire retardant felt and then expertly upholstered in the finished fabric of your choice.
right tone, in the right look and to the right audience
For bespoke furniture that combines design excellence with quality craftsmanship call 01234 567 890
Handcrafted 1 Any Street, Anytown, Anywhere, Anyshire | www.handcrafted.co.uk