Boron - Chapter 18

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.

Here is a way to think about it: Imagine that you have
written a book that you want to become a best seller. What's
the best thing that could happen? Well, how about this?
Suppose a guy who works as a reporter for the L.A. Times
gets a copy of your book and reads it and falls in love with
it.

Now, let us further imagine that this reporter likes your
book so much that he writes a full page article about our
book and tells all his readers how wonderful this book is
and why they should buy a copy. Wouldn't that be great? You
bet!