1. Stay in the same font family of type. Many artists disobey this rule and create hidden conflicts in an ad. People won't read a conflicted ad.
2. Grab attention with a short large headline in the ad. "A man on a galloping horse" is an old printer saying. It means people browse newspapers, not read them. If something catches their attention they stop and read it.
3. A good sales price in large type. Induce the public to buy your product.
4. Use body type that is readable. Ideally 10 or 12 point type is readable. The mistake is to use 8 or 7 point type.
This submission was not accepted into the wiseGEEK Writing Contest because it does not meet the 400 word minimum requirement.