Sweet Deals on new homes

A scoop of ice cream in the height of summer is bound to get everyone's attention. And the headline-- Sweet Deals-- begs the reader to discover more.

Copy is well written and clever.

You might think this ad should get high marks for effectiveness.

Problem is that serious home buyers, and the number grows each day as the market rebounds, might miss this display ad because it forgets a basic rule: newspaper ads have but 2 seconds to get the reader's attention. And the readers that count are the ones that are warm or hot prospects.

Make the ad larger, add a photo of a happy couple stepping across the threshold of their new home at Alamo Creek and the marketers at Shapell Homes are likely to see higher traffic counts this weekend at their model homes.

Tee It Up at Golf Town

Shopping for golf clubs? Impossible to miss this powerful ad that ran recently in The Calgary Herald.

First you can't help but notice the almost large as life over sized driver that seems to leap from the page. And the chance to save on Nike Golf-- particularly if you are a fan of the brand-- makes it tough to turn past this one.

The proof is in the ad copy with regular price, big sale prices and the savings calculated for you.

Golf town is likely to drive it long and straight with this one.

Oh Baby!

Dallas moms have plenty of choices when it comes to choosing a hospital birthing center. Some may change their minds after seeing this display ad in the Dallas Morning News.

Moms and dads to be may see themselves in this layout. The headline sells the benefits of Presbyterian Hospital. Then the ad copy closes the deal with words that assure pampering, expertise, luxurious private rooms and when necessary the high risk OB unit.

High marks for this one.

Better way to beat the heat

Summer's here. It's going to be hot.

Colorado Comfort wants to be your HVAC solution.

This quarter page display ad features a pretty face with Popsicle in each hand. Effective because its funny and not what you were expecting. Gets your attention.

The benefit is strong too with the price broken down to just $3.00 per day.

Call to action is clear with deadline to take cash in on the savings.

Graphically the ad is weak from the neck down. Easy to fix by using snappier fonts and up sizing the logo.

Fun way to sell the product.

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.