1. Keep your appearance consistent. Readers will recognize your ads before they read them if you repeat things in each ad, such as fonts, borders, layouts and color.

2. Use a benefit as your headline, not a feature. A feature is a fact about your products or services. A benefit is why someone would want to purchase your product or service and usually plays on emotion. Example: Feature — Our Air Conditioners Have Thermostats; Benefit — Stay Cool and Save Money, Too!

3. Include a dominant element. A large picture or headline ensures quick visibility. Photographs of local people or places have high-attention values.

4. Less is more. Let white space work for your ad because it creates a focus for the reader. Avoid using more than three different fonts and three different dominant elements.

5. Focus your ad on your top customers, but make it understandable for everyone. Avoid using unusual or difficult words. Your top customers will know your business, but you never know when you’ll attract a new customer who isn’t familiar with your products or services.

6. Use branded merchandise if possible. Often co-op is available and your new customers will recognize the brand, even if they don’t recognize you.

7. Offer related items. A dominant item will draw their attention, but include a few smaller products or services to show you have much to offer. Make the related items a smaller part of your ad without cluttering your space.

8. Include a reason for the customer to act. Never be afraid to state a price or use statements like “limited time” and “this week only.” If your customer doesn’t feel the urgency to buy now, they will wait for a better offer from your competitor.

What to know before you begin:

Know your customers.

 Know your market.

 Know your competition.

 Know what’s hot.

 Know what sells.

 Know your business.

 Know your budget.

For a personal marketing consultation or to request a “Marketing 4 You” topic please call me at 379-3427.

Crystal Miller is the advertising director at the Albert Lea Tribune.