How much is 25% off?

The lady in the ad is screaming for joy because Jetson's in Ft. Pierce, Florida is offering 25% off matching pairs of Whirlpool front loaders.

Style points for the look and layout. The signal is clear. And the big bold benefit headline jumps off the page.

Unfortunately the message is short on proof. 25% off what? Add the regular price and the savings-- provided the specifics prove it's a smoking hot deal-- and response will spike.

Otherwise, it's just another pretty ad.

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!

Layout works for Smart car

Shopping for a high mpg commuter car?

Then you'll probably stop and look at this ad from Smart Centre Calgary Hyatt now showing in the Calgary Herald. Designers offer three views (my favorite is the larger one that's "coming at ya."

The benefits are strong-- the perfect commuter-- plus $2000 back. Ad copy gives you more reasons to consider Smart over the other makes available.

Forget about waiting, the countdown for the final 14 begins.

Simply irresistible two-seater for those with an open mind.