Dad Eats Free at Duffy's

Among more than 70 restaurant ads today on the website for Treasure Coast Newspapers, this one caught my eye.

It was the headline.

Dad Eats Free on Father's Day.
(It Doesn't Get any Better Than That).

Now, I've never been to Duffy's but have to admit the offer is tempting. And the three photos of the dishes offered add to the lure to check this place out.

Notice the coupon at the bottom-- a great way for the restaurant to track the response.

Then they closed the deal with the tie to the U.S. Open and Duffy's big screen TVs.

Score one for Duffy's.

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!

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.

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.

Doctor, is that you?

Okay, many recruitment advertisers have take their postings to the web but there are still some great examples of powerful newspaper help wanted ads.
Take this one, for example, from the Denver Post.
Graphically this message calls to the doctor who may be the next Director of Surgery at Platte Valley Medical Center in Brighton, Co.
The photo does the selling. Her eyes speak to the hard-to-find candidate who is compelled to stop and ask: is this position the perfect fit for me.
Effective ads like this serve as interruption advertising, stopping the passive job seeker for a moment when they least expect it.

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.

Print ad offers 24 hour convenience

We make it easy.

Simple as that.

Anton's Cleaners with 44 locations in the greater Boston area and beyond offers this print ad with a simple benefit (We Make It Easy) and they prove it with 24 Hour Drop Off.

The layout is clean, the type is bold and the white space makes the message jump off the page.

Potential clients in a hurry might miss this message in the Marshfield Herald News for its lack of graphic hook. Add a phone number for more info and a photo of a happy customer dropping off her laundry to score better results.