When you have to communicate a lot of different sales points, use ‘call-outs’. They are above average in recall tests. Click here for hi-res image. Advertising people have an unconscious belief that advertisements have to look like advertisements. They have inherited graphic conventions which telegraph to the reader, ‘This is only an advertisement. Skip it.’ There is no law which says that advertisements have to look like advertisements. If you make them look like editorial pages, you will attract more readers. Roughly six times as many people read the average article as the average advertisement. Very few advertisements are read by more than one reader in twenty. I conclude that editors communicate