It is important to think carefully about the way in which you will lay out any print advertising. It can be divided into three separate parts: the illustration, the headlines and the body. The illustration is the part that catches the attention, so it is important to include one if possible; a caption should sell the product/service. Headlines should be attractive, not necessarily short (10 words is okay) and should help pinpoint the target audience. Finally, the body text should sell the product/service and invite a response (phone number, address, form to fill in, etc). The body should be written in clear, short sentences.