Use visuals that work with the headline and show a benefit to the reader. Target your desired customers. Reflect your company's personality or desired image. Make your design stand apart from competing advertisements. Make the advertisement easy to read and follow.
Set body copy in large type.
Urge immediate response. Identify locations, hours, phone numbers and other important information. Edit body copy to remove unnecessary words. Design coupons so that they are easy to remove. Include trademark symbols, copyright information and disclaimers when required.