Hi There,

How are you today? Feeling fantastic I hope.

Direct response veteran Tom Collins suggests asking these 5 questions when assessing print advertising effectiveness:

1. Does the ad state or imply the problem? – Every ad presents a solution to a problem, whether it’s how to quench your thirst or choose your next car.
2. Does typography invite reading? – Text type not too small or pale, lines not too wide?
3. Does it include proof? – Favourable facts beat claims.
4. Does it identify the product? – Best way to attract buyers of what you’re selling is to make instantly clear what it is.
5. Does it tempt and reward response? – Display Web site address clearly, promise something relevant and worthwhile there.

Source: Collins, Tom, “How I would Have Done These Ads”
(Wizard Press, 2006, p. 178).

You should ask these questions about your online writing as well.

Speak to you soon,

Stuart.

PS
Want some help with your ADs? Drop me a line to:
[copy at kungfucopywriter.com] – I’ll be glad to oblige. (Remove the brackets and replace ‘at’ with @)