The subheading is used to clarify the headline. And the copy of the ad is where you get to tell the story. Keep it simple and exciting, with short sentences. Next, make sure you leave enough white space where there are no words. You also need a layout the design plan for the ad, its size, and what type of pictures it will contain.
Pictures are important.
High-quality photography is essential in your print campaign. Create a slogan that will have your practice come to mind in the patient s time of need. And most important, add your phone number and give them a call to action. Attend our next seminar. About the Author Mark S. Danzo is president of Danzo International, a consulting firm devoted to helping ophthalmologists master the business of refractive surgery.