Shoe Sale

Simple sells. This print ad from Calgary, Canada targets women with a very clear and direct message: a chance to buy shoes, boots and handbags at up to 50% off. The layout and the designer's choice of fonts and graphic elements conveys quality. Combined with the big and bold promise of savings it's a simply irresistable offer. The signal is clear-- instantly the reader knows its a shoe sale. The benefit to the shopper is loud and clear. Finally, the name of the store is built into the toe of the shoe. Nicely done.

Super self promotion ad

Looking for waterfront property in Fort Worth, Texas? This top producer puts her best foot forward with this attractive layout, flattering photo and powerful benefit headline that urges you to call the area's #1 agent who also is the Waterfront Expert. Then she goes on to prove it with several examples of lakefront and view homes. Pam Knieper and her team have carved a niche and nailed it with this print ad in the Star-Telegram. The top portion can easily be adapted for a leaderboard or 300x250 content ad, driving traffic to her website.

Know your audience

Audience? Designers of this skyscraper I discovered on the website for the Desert Sun in Palm Springs clearly wanted to reach serious golfers with low handicaps and deep pockets.

The message hits the mark with a chance to discover the golf course and resort that is home to the Skins Game. The headline screams value with a sense of urgency to play the newly opened course. Posted on the travel page, this 160x600 banner reaches locals wanting a weekend getaway as well as snowbirds ready for an extended stay. The call to action-- click here to book a tee time-- is the perfect finishing touch.

Expect this skyscraper to generate high yield click throughs.

Effective online banners

Here's a winner that I found this morning on the Kansas City Star website deep inside the Entertainment site on the Menues page. Diners in that midwest city have a variety of choices when it comes to dining out and the Star offers a directory of restaurants who sport their menu online.

A few pixels right of the content my eyes found this 160 x 600 skyscraper featuring Jillian Michaels from TV's Biggest Loser. My wife loves the show, watches it all the time. So naturally I recognized Jillian's smiling face and buff body in the banner. A micro second later I found myself reading the headline: How Big is your weight loss goal? Below it were buttons: 10 pounds, 20 pounds, etc. Quite tempting to click one of those buttons and link to her website. And I'll bet a lot of people do.

The ad works because the creator focused on the target audience, kept the message simple and placed the banner where target customers were likely to see it. There goal may have been awareness but I'm betting they actually want you to click on the ad and go to Jillian's website.

Some ads don't work

In a few seconds how many people ready to buy a used car will stop and read this ad? Some but probably not many. That's because other ads on the page have a big headline or graphic that signals the shopper to stop and look. An basic ad like this one can make the phone ring if the vehicles featured are popular units and priced to move. Liner ads in classifieds work that way. You are reaching red hot buyers who know a great deal when they see it.

Change the headline on this one to:

USED CARS

priced to move this weekend

Then feature a photo of the most popular rig at an unbelievable price. List below the other great deals, showing the Kelley Blue Book price and the Estabrook sale price. Run it Saturday and Sunday and get ready to clear the lot.

What a Deal

Hard to resist a powerful used car ad like this one from Macon, Ga. Selection, price, financing, no money down... Always top dollar for your trade. The units are organized by type of rig-- Imports, SUVs and Domestics-- and by price. Makes it quick and easy to see if want you want is in stock, on sale and ready for delivery. Strong directional draws your eye to the sales info on the right. Check out the Bargain Corner and Credit Repair. Give this ad 5 stars.

Mega Sale

Here's a winner from The Telegraph in Macon, Ga.

Big benefit headline that screams price/value. Everything is on sale. Selection and prices, proven with examples and prices in the ad copy. Shoppers ready to buy can see instantly that sale prices are below target price. Strong call to action. Clean layout. Expect this dealer to have a big weekend.