What are you waiting for?

The headline grabs you-- for two reasons. The wording and its graphic dominance at the top of the ad.

The call to action is strong with a promise that These Homes at these prices won't last long; then proof with SOLD stamped on two of the properties.

Build desire and sell the value by adding a big more description for each of the model homes.

The map give you a sense of place. The contact info is complete with www.mccalebhomes.com.

Pound for pound, this is a good one for a builder in a market that is starting to pick up the pace.

Sarah Palin hockey moms look-a-likes

Signal, benefit, proof. Three elements that make print and online ads more effective.

Signal: Sarah Palin's name in the headline and her full color likeness make you stop and look at this newspaper ad in the Oklahoma City Oklahoman.

Benefit: Sarah's big smile promises a fun time for Hockey Moms Night with the Blazers.

Proof: for $10 you're promised the fun of a hockey game and intermission entertainment of Sarah Palin look-a-likes, even if Sarah was busy stumping in Pennsylvania.