Laser Center ad needs stronger benefit

First what then who rules the best print ads. What's in it for the customer is more important that the company's name. Take this example for Bella Medica Laser Center that I discovered today on the Northwest Herald in Suburban Chicago. This ad has lots of potential but makes a fundamental mistake putting its name top and center when a strong benefit headline would work harder to reach new customers. If you already patronize this spa you'll know the name and if you don't you really don't care until you've been convinced to give it a try. Move the promise to "Be a Sensation after Hibernation" to the top of the ad where it will get more attention. Keep the enticing photo of the model (with her bare back to the camera) because all eyes on the page are drawn to her. Focus the ad copy on "a beautiful body" and save the Stop Smoking and Pain Therapy for a separate ad. Place the logo in the lower left corner along with address, phone number and website. And add a map to make it easy for customers to find you. The 15% off coupon doesn't mean much to someone unfamiliar with your price structure. Better to show the regular price and offer a flat amount, say $25 discount, to new clients. Give this ad a make over and watch the response soar.

Newspaper ad speaks to victims of sleep deprivation

Complex messages are hard to share in 15 or 30 second soundbites. Especially if you are driving down the highway and it's not easy or safe to jot down the phone number or an important date.

Here's an example of a newspaper ad that reaches the target audience and delivers the detailed message in a simple and effective way. The audience: adults who are suffering from sleep disorders. The photo of the man asleep at his work station makes you stop and look. The headline-- Tired of Being Tired-- offers a strong implied benefit that help is just a seminar away. Then to pique your interest there's a block of ad copy that explains that lack of sleep causes fatigue and is dangerous to your health; that fatigue leads to accidents on the job and on the highway and all sorts of health related issues. The ad promises help from doctors at Baylor University during a presentation of treatment options on April 17, 2008. Details include where and when and how to register. Readers of the Dallas Morning News with sleep problems will find that help may be a phone call away. I like the ad, the layout and the way the info is presented. I suggest they add a web address and a way to register online.