A little corner of the internet to find old and new print and outdoor ads + ONE thing each ad does well.

In print advertisements, your headline is the most important element. The other day I saw one headline produce five times as many orders as another. If your headline promises your strongest and most distinct benefit, you are on your way to success. Good photographs of your product cost more than bad ones, but they also sell more. When you want to s

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Now look at the advertisements in the same magazines. You will see that: O Illustrations are given priority over copy. O The copy is often set in sanserif, which is hard to read; we are accustomed to serifs in books, magazines and newspapers. O The copy is often set in one column of 120 characters or more – too wide to be readable. O Few of the pho

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Customers must want the product. That sounds simple, I am sure, but to get advertising right is very, very difficult—it’s difficult to get advertising to represent the true brand. Most companies think it is enough to use advertising to present a picture of the product. That’s not enough. You need to project the image of the brand itself.

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