* Designing your ad:
o People read in the following order: illustrations, headlines, copy–so put the headline below the illustration.
o Always use captions. More people will read them than the body copy.
o Don’t make an ad look like an ad. This signals to the reader, “Skip me, I’m an ad.”
o San-serif is hard to read–we are used to reading serif font [Matt: though most online text is in san-serif].
o Drop initials increase readership by 15%
o Set key paragraphs in bold.
o If you space between paragraphs, you will increase readership by 12%.
o Never write in ALL CAPS [including headlines]–they retard reading.