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a. 70% of viewers see the visual
b. 30% read the headline
c. 15% read the sub-headline
d. 5% read the body text
e. 15% notice the logo

(c) Maintain interest with a sub-headline(s)
A sub-headline where appropriate will act to maintain the interest created by the headline. A sub-headline will also help direct readers into the Ad's

text. Sub-headlines may be used to break up large amounts of text, helping to hold the attention of readers. Used in this way, your Ad will be more inviting, structured and easier to read.

(d) Use persuasive text
You must be clear, precise and honest. Write informative, compelling and persuasive text that conveys the benefits of your product or service, but always keep it simple! If there are two strong points to communicate make them, but don't clutter the communication with weak points, or interest will be lost. Text should be placed to create visual continuity and draw readers to the information being conveyed. Simple fonts or type faces are easier to read and often work better than more elaborate styles.

(e) Call to action
Persuade readers to respond to your Ad by encouraging them to take action. This may be achieved by indicating a closing date, a limited amount of available stock, or a special discount or any statement that will create a sense of urgency to turn readers into customers.

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