Why Bad Ads Happen To Good Causes

Describes seven “Print Ad Principles” that are intended to help nonprofits compete more effectively, based on a 10-year study of public interest advertising and including interviews with leading practitioners.

1. Capture the reader’s attention like a stop sign and direct it like a road map.

• Keep it simple.
• Have an unmistakable focal point.
• Provide a clear “path” for the eye to follow from one element to another.

2. Make an emotional connection before attempting to convey information.

• Minds tend to follow hearts, so make sure you reach their hearts first.
• Facts fly by. Stories stick.

3. Write headlines that offer a reason to read more.

• State a benefit, arouse interest, or break news.
• Keep it short (but if you need more words to be genuinely intriguing, don’t be afraid to use them).
• Know how your headline plays off your illustration.

4. Use pictures to attract and convince.

• Color pulls, black & white explains, and monochromatic does neither.
• Seeing is still believing.
• Avoid placing text over photos (but consider placing captions below them). […]

5. If you want people to read your text, make it readable.

• Legibility is priority #1.
• Layout of text can also enhance readability.
• In general, shorter is sweeter, but if it doesn’t tell the whole story…

6. Test before, measure after.

• Test an ad’s effectiveness before publication.
• Pre-testing ads with a publication’s gatekeepers can increase your chances of securing donated space.Measure response after publication.

7. When everyone zigs, it’s time to zag.