Eye-Catching Ads 6 Ways to create ads that will get your customers' attention . . .and their business.

As competition within the retail and service industries growsstronger daily, each small business must actively motivateconsumers, thus bringing in more business. Advertising is crucialin attracting clients, but assistance from a full-serviceadvertising agency can often be expensive.

Many business owners design their own print ads, since they area popular and less costly form of advertising. Although some stillrely on classified department staffs to design the ads, the minimalcost associated with advertising in smaller publications is oftenreflected in the quality of the ads. Ads may look easy to produce,but unless the creator has training in marketing, they are likelyto be ineffective. Following are six valuable tricks of theadvertising trade that will help you design professional-qualityads that will get noticed and attract customers:

1. Strategically place visuals. Include a relevant visualor picture in your advertisement and you will have an advantage.Since readers' eyes are attracted to pictures before text,studies show that ads with visuals are read more often than thosewithout them.

Visuals (including photos, illustrations and graphics), whichadd interest and break up copy, are best placed above and to theleft of the important information in the ad. Visuals should leadthe reader's eyes through the text in a logical progression aswe normally read, from left to right.

Visuals make customers notice your ad when they quickly scanthrough reading material. The Frank A. Edmunds Co. Inc., aneedlework supply company in Chicago, uses a picture of a womanusing a needlecraft frame in one ad. "We always use anillustration in our ads because we find that immediate recognitionof the product catches a reader's attention before copydoes," says owner Dennis Clegg. "We're even startingto advertise all our pictures in color to separate ourselves fromother manufacturers in the area, so we'll stand out evenmore."

2. Stress the benefits. Suggest in your ad why it'sbeneficial to choose your business, and you'll effectivelyattract customers. Art Printing Co., a commercial printer in MillHall, Pennsylvania, states "We pick up and deliver" inits advertisements. "Since we are on the outskirts of town,and most of our competitors are in town, this helps to give us anedge," says manager Mark Weaver. "We're the onlyprinters in the area who advertise a pick-up and delivery service,and once people call us, they don't bother to shop around andtry to find a better price. Most customers are not interested intrying to save a few dollars when we provide this free, convenientservice for them." Including a benefit gives customers aclear-cut incentive to use your services and not shopelsewhere.

3. Create urgency. Phrases like "These specialoffers won't last" and "Call today" promptreaders to take action. Just Cruises & Tours Inc., in PomptonLakes, New Jersey, effectively incorporates "Call Today forthe Best Rates" into their advertisements to entice customersbefore they visit competitors.

Using the word "only," as in "only untilFriday" or "only $60," suggests that the specialoffer might soon be withdrawn. A sense of urgency nudges potentialcustomers to act quickly to take advantage of the special offerbefore it expires.

4. Include all essential information. Often the mostobvious information that belongs in an ad is forgotten, which cancost you customers. Few clients will try to decipher missinginformation--they will simply call someone else.

Include your name, type of business and address. Supply an areacode and phone number so customers can get extra information ifneeded. Also, include your store's hours in the ad. You maylure a competitor's client to your store if your hours arebetter suited to their needs.

5. Avoid using all caps. Emphasize words by putting themin bold type or italics, making them larger than the rest, orcapitalizing the first letter of each word. The Sterling Name TapeCo., a producer of printed fabric garment labels in Winsted,Connecticut, uses each of these strategies in its ad'sheadline, "Name It With Custom Labels!" Headlines thatquickly grab the reader's attention entice him or her to readon.

It is rarely effective to put copy in all capital letters. Somepeople believe that text written in all capitals gives itimportance or commands attention; in fact, the opposite istrue.

When words are written in lower-case letters, the brainrecognizes the shapes of letters grouped together and can easilyscan sentences. When text is completely in capitals, however, eachword is rectangular in shape. The brain must slow down and readeach individual letter to recognize the word. Most readers willignore such an ad written in capital letters and move to one thatis more easily readable.

6. Strive to achieve unity. Use similar typefaces to giveyour ad a sense of cohesiveness. Including many different typefacesgives an ad a cluttered and disorganized appearance, makingcustomers unlikely to read the entire ad, if any of it.

Allow a fair amount of white space to give your ad an orderly,easy-to-read presentation. When readers are confronted with toomuch information, they often skip the ad rather than try to readall the fine print. Simplicity is often best, enabling the readerto assimilate important information at a quick glance.

Finally, remember that the key to a successful advertisement isclarity. Study your ad and eliminate all unnecessary information togive it a crisp, professional appearance. When you only haveseconds to capture a reader's attention, make sure your ad isready for the challenge. The result can increase your clientele--anessential key to keeping your business one step ahead of thecompetition.