Boron - Chapter 18

Your page of copy (be it letter or space ad) should be laid
out in such a manner as to be an attractive "eye treat" for
the reader.

This means wide margins, a certain amount of white space,
double spacing between paragraphs, short words, short
sentences, short paragraphs and an attractive, inviting
layout.

And now, my dear son, you are about to learn one of my very
most important secrets. What I am about to tell you is so
important that you can get as much as 500% more readership.
Yet, at the same time, this important consideration remains
almost virtually unknown by almost every agency and
advertising person I have ever encountered.

Listen up. Listen good and never forget what you are about
to learn. Here it is:

The Layout Of Your

Advertisement Should

Catch The Attention Of

Your Reader... But...

Not In A Way That Causes

Him To "Notice" The Layout!

Actually, that's not as clear as it could be, is it? Perhaps
I can do better. O.K., know this: In most publications, the
editorial content gets 5 times as much readership as the
advertising content.

Now, what does this mean on a practical basis? Simply this:
It means that your ads should, as much as possible, have an
"editorial look" about them.

(Better stop here and go call Blade and then go to "work".
Maybe I'll get to rake the sand again today!)

Let's talk a bit more about the "look" of your ads and DM
pieces. As I said, they should look (the ads) "editorial".
However, they should not look like just any old editorial
piece of writing. No. Your ads should look like an
exciting piece of editorial material.