What Makes A Great Ad?
By Tom Egelhoff
 The
following tips are from an article in Before and After Magazine published by John
McWade.
1. We all like surprises.
Can you state an ordinary message in an unusual way? Not comedy,
but differently. Commercials done this way are the ones we talk
about at work the next day.
2. Keep It Simple.
Don't let the design overpower the message. The idea is the
most important part of the message.
3. Get me involved.
Shock me, make me mad, make me happy, make me cry, but don't
bore me and leave me cold.
4. Make me curious.
Isn't the real purpose of an ad to make me want more information?
Grab my attention and hold it.
5. Great ads command answers.
They demand that you respond to the ad. They are like an unanswered
question that must be resolved.
6. Draw your own conclusion.
Isn't the strongest conclusion the one we draw ourselves?
An ad that brings me to a conclusion is powerful indeed.
7. The headline and
the image tell the story.
The headline should never tell you what is in the picture.
Only what you don't see. The headline and picture together create
the story.
8. They never brag.
Yellowstone Harley-Davidson® in Belgrade, Montana, population
3,000-4,000, has a billboard on the edge of town proclaiming,
"The largest Harley-Davidson® dealer in Belgrade!"
They are not only the largest, and only dealer in Belgrade, they
are the only dealer in over a hundred miles. Just a fact, not
a brag.
9. They're always well
executed.
They have good design that doesn't overpower the message.
They have sharp photos, good typefaces, etc.
10. They Sell.
An ad can look great and still not sell anything.In advertising,
what you say is as important as how you say it.What good is an
ad that wins award after award if it doesn't sell?
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Based in Bozeman, MT, Tom Egelhoff is the author of How To Market, Advertise & Promote Your
Business Or Service In A Small Town, and The
Small Town Advertising Handbook: How To Say More And Spend Less.
He is also a seminar and workshop presenter
and trainer. He may be reached at 888-550-6100 or PO Box
271 Bozeman, MT 59771-0271
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