Marketing & Sales Materials Guidelines for layout, headlines, and picture use by Kordell Norton

Rules for Headlines

By Kordell Norton

 

1.      Should be at the top of the page

2.      Sans Serif (without “tails”)  fonts for Headlines. . . serif for Body

3.      Write 15 different headlines and use the best one

4.      80% of the focus and attention for the eyes of your customer will be on the headline

5.      Flag the Headline with your message subject – if you are selling Sales Training then “Sales” ought to be in the headline

6.      Should have a “You Can” or benefit

7.      Words that sell (the “grand-daddy’s” are in bold type)

 

a.        Easy/Easily, You/Your, Money, Health/healthy, Guarantee/guaranteed, Free, Yes, Quick/Quickly, Benefit, Person’s Name, Love, Results, Safe/Safety, Proven, Fun, New, Save, Now, How to, Solution/Solve, More, Discover, Suddenly, Announcing, Introducing, It’s here, Just Arrived, Important Development, Improvement, Amazing, Sensational, Remarkable, Revolutionary, Miracle, Magic, Offer, Quick, The  truth about, Bargain, Hurry, Last Chance,

 

8.      Include the Brand Name in the headline (if possible)

9.      Include selling promise (creates a long headline but that is OK)

10.  Arouse curiosity

11.  Don’t use negatives

 

Writing Copy Rules

1.      If your customer (or woman at a dinner party) were to ask, “I am thinking of buying ____________ (your type product or service)?  What would you recommend? 

a.       Go straight to the point. . don’t beat around the bush

b.      No “Just as, so too”

c.       Be specific, factual, enthusiastic, friendly and memorable

2.      Length?  If there is a lot to tell. . .the copy should be long

3.      Include Testimonials – there is big creditability in what others think.

4.      Give advice (“How to” . . .tips, tricks and traps, . . .

5.      Use simple language  - 7^th grade English

6.      Make the first letter of the first paragraph oversized and dropped and it will increase readership by 13%

7.      The first paragraph should be short . . . 15 words or less . . . to get people to start reading

8.      Try to keep your column width 40 characters.  People learn to read newspapers which have narrow columns

9.      Every few inches of text insert a “divider” headline to break out the monotony of the text

10.  Serif fonts (Times Roman) read easier than sans serif (Helvetica, Ariel)

11.  Never reverse the type and background.  Studies indicated that people read slower when reading white letters on a black background.  This is especially true when you text will be electronic.  If people print it out after it comes off a web site . . . it looks horrible. 

12.  Left justify the text.  Unless you are a professional graphic artists, it is probably best to left justify your text.  It is a lot easier to read. 

 

Rules for Photographs and Pictures

1.      You should consider a caption or point of interest below each picture since that is where the eye first gravitates.

2.      If you sell to customers . . . you pictures should be of people.

3.      The absolutely last thing you want on an advertisement is a picture of your factory, school, business building.

 

 

About Kordell Norton - The Top Line Guy

Your organization has a strong interest in the "top line" for growth. As a consultant, speaker, author, Kordell Norton works with corporate, association, education and government organizations who want to focus on branding, sales, marketing, strategic planning/leadership, team building, and customer service.

Kordell was an executive with several multi-billion dollar corporations with executive suite positions in sales, HR, marketing and call centers. As a certified Graphic Facilitator, he uses highly visual processes, along with humor, and entertaining methods for powerful, high energy presentations.

Author of Throwing Gas on the Fire - creating drastic change in Sales and Marketing

He can be reached at (330) 405-1950 or at kordell@kordellnorton.com or at his website -  www.KordellNorton.com