Print ad techniques

You should be able to increase the effectiveness of a print ad by employing some of these ideas:

- For a large ad, using a coupon should increase response significantly.

- Give the coupon a headline that affirms positive action

- Give the reader multiple response options, including address, phone, email, Web site, etc.

- For a smaller ad -- half page or less -- put a heavy dashed border around the ad

- A bound-in reply card, appearing opposite your ad, can increase response

- Use a direct headline that promises a benefit or stresses the offer of free information

- Offering a free gift is an excellent way to increase response

- Put your offer of a free gift in the headline