Shopping for women's apparel and reading this weekend's pages of the Vero Beach newspaper? This display ad for Frances Brewster (tcpalm.com) is bound to get your attention.
First, the signal is clear. Your eyes are drawn to the photo of the young woman, smartly dressed.
Next, the benefit headline shouts the entire store is on sale with savings 30-70% off.
Repeat customers will probably respond. Others may turn the page, skeptical that the offer is too good to be true.
My advice: add an example of an item on sale with its regular price, sale price and savings. Ads like this deliver better results with all three elements-- signal, benefit, proof.
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