Hill study found that advertising is twice as effective as an article in the same journal. Be sure to proclaim your news, loud and clear. Information that is useful to the reader in his job can also be effective, provided the information involves your product. For example, you can show the reader how to calculate the amount of money he could save by using your product. Some copywriters, assuming that the reader will find the product as boring as they do, try to inveigle him into their ads with pictures of babies, beagles and bosoms. This is a mistake. A buyer of flexible pipe for offshore oil rigs is more interested in pipe than anything else in the world. So play it straight. Layouts should be simple, avoiding the arty devices dear to second-rate art directors – like type which is too big to be readable, eccentric designs and headlines at the bottom of the page. If you make your ads look like editorial pages, you will get more readers. Far more. Some copywriters, assuming that the reader will find the product as boring as they do, try to inveigle him into their ads with pictures of babies, beagles and bosoms. A mistake. Headlines get five times the readership of the body copy. If your headline doesn’t sell, you have wasted your money. Your headline should promise a benefit, or deliver news, or offer a service, or tell a significant story, or recognize a problem, or quote a satisfied customer.