Cowabunga: good ad copy

Maybe he's your dad or a grandpa. Either way you know that if you put a skateboard in his hands he's likely going to need urgent care. That's the point of this ad from KPS Health Care in Bremerton, Wa.

The photo gets your attention because its not what you're expecting. The headline is fun and has you reading for more.

Well written ad copy makes this ad effective. Click on this ad so you can read the type: Bob has hit another phase in his life...he bought a skateboard and is trying to keep up with the kids. KPS Health Plans promises to be there with Bob every step of the way. Live it up Dad!

How do you measure success?

Some ads are meant to make the phone or cash register ring. Others like this one speak to current customers with an indelible branding message.

First People's Bank does a smart job of branding as they make a point about their 10 years in business.

I like this ad for its strong signal-- the image of the boy reaching out to tell you he's 10. And the copy is well written, inviting you to take part in the celebration.

Effective ads like this one make you feel good. Generally, ads that make you laugh or cry are the ones you remember.

Entire store is on sale

Shopping for women's apparel and reading this weekend's pages of the Vero Beach newspaper? This display ad for Frances Brewster (tcpalm.com) is bound to get your attention.
First, the signal is clear. Your eyes are drawn to the photo of the young woman, smartly dressed.
Next, the benefit headline shouts the entire store is on sale with savings 30-70% off.
Repeat customers will probably respond. Others may turn the page, skeptical that the offer is too good to be true.
My advice: add an example of an item on sale with its regular price, sale price and savings. Ads like this deliver better results with all three elements-- signal, benefit, proof.

Warm and comfy

Snuggle up by the fire with this ad from NW Natural Appliance Center in The Portland Oregonian.

You stop and look to see she's busy with her laptop, then you read about Comfort, Convenience, Efficiency AND $250 Free Gas.

To good to be true?

Details in the ad copy and break-out box back up the ad claim.

If you are in the market for a new gas fireplace it's an offer that expires soon so act now!