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The first 50 words of your ad, letter or brochure are critically important. The drop-off in readership, on average, from 50 words to 100 words is a dramatic 33%. Thus, it pays to spend extra time to make sure those first 50 words are potent ones that keep the reader reading.

Fractional ads often are more cost effective than full page ads. A 1/2 page ad will usually pull about 70% of the response of a full page ad while a 1/4 page ad will pull about 50% of a full pager ... at far less cost. So, unless you're seeking maximum number of responses -- without regard for cost per response -- be sure to test different size ads.

Editorial style ads (advertorials) may (Read more ...)