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| About Jay Conrad Levinson |
| Jay Conrad Levinson is the author of the best-selling marketing series in history, "Guerrilla Marketing," plus 30 other books. His books have sold 14 million copies worldwide. His guerrilla concepts have influenced marketing so much that today his books appear in 41 languages and are required reading in many MBA programs worldwide. |
Recent Article:
Taking Advantage of Scan Motion
- For more on Jay Conrad Levinson visit www.gmarketing.com
Here is a way for guerrillas to create print ads that increase sales by visually attracting the attention of a reader's unconscious mind. This method is called scan motion. This tip comes from Terry White, who I will let tell the rest:
Guerrillas are heavy users of print advertisements because initial cost is low and the target market is pinpointed. Guerrillas want top-of-the-mind awareness which results in their business being remembered first during the buying decision. Get this awareness by designing ads to have four components:
1. VISIBILITY: The unconscious eye is attracted to ads by these four factors: ad shape (rectangular ads which are taller than they are wide are best for guerrillas), color, graphics and headlines
2. READABILITY: This is because people do not really read ads, but scan them instead. Scanning begins at the top left of an ad, continues to the bottom right, and stops at the bottom left.
3. THEME: You have but three seconds to impart your message, so use subheads, underlining, boldface, or something to emphasize the essential words along the scan motion from top left to bottom right.
4. STATS: Now, convert attention into a buying decision with you logo, unique selling proposition, business name and any other statistics a reader may need to be transformed into a customer.
If you create your ad contrary to scan motion, the reading of your ad will require additional energy -- increasing the likelihood of the ad being ignored.
Taking Advantage of Scan Motion - To learn more about this author, visit Jay Conrad Levinson's Website.
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