13 Advertisements in four colors cost 50 per cent more than black- and-white, but, on the average, they are 100 per cent more memorable. A good bargain. 14 I cannot resist the temptation to quote a verse which gives valuable advice on illustration: When the client moans and sighs, Make his logo twice the size. If he still should prove refractory Show a picture of his factory. Only in the gravest cases Should you show the clients’ faces. 15 When you advertise products for use in cooking, you attract more readers if you show a photograph of the finished dish than the ingredients. Warning My former partner Douglas Haines has recently demonstrated that the illustrations in advertisements are often misunderstood. In a pilot study, he came across a woman who thought that the photograph of a luxurious hotel foyer in a cigarette advertisement was a hospital ward for cancer patients. Body copy ‘Nobody reads body copy.’ True or false? It depends on two things. First, on how many people are interested in the kind of product you are advertising: a lot of women will read copy about food products, but few will read copy about cigars. Second, on how many people have been enticed into your ad by your illustration and headline. The average readership of the body copy in magazine ads is about 5 per cent. That does not sound like a lot until you remember that 5 per cent of readers of the Reader’s Digest adds up to 1,500,000 men and women. Do not, however, address your readers as though they were gathered together in a stadium. When people read your copy, they are alone.