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.
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