Is This a Good Ad?

Simplicity can be effective.  Take a look at this run-of-the-mill newspaper ad: 

Energy Ad

What’s so special?

Within the first two lines is the “what” and immediately following is the offer.  Wow.  Up to a 40% reduction in energy expenses.  That number could be enlarged to stand out more, since it’s so powerful.

The copy flows nicely thereafter, allowing you to qualify the customer (residential or commercial) and laying out all contact information in one easy vertical sweep.  No fancy pictures or clip art, just good copy design all around. 

Four stars out of five on the grading scale in my book.

Why’s Scooby-Doo in Your Headline?

Writing headlines for magazine ads can be an experience. 

However, to write an effective headline that grabs attention, you really only have to know one thing:  your audience.


All kinds of headlines work for all types of magazines, so there’s really no right or wrong way to construct an effective headline.  If your audience will respond, since it’s written for them, then that’s all that matters.

Check out this article about writing headlines for magazine ads, including one example in the “Make a Statement” section that uses Scooby-Doo:

Sounds swirly, but makes sense!

Three Ways to Cut Jargon

Jargon, those terms that confuse readers and lead them to tune-out, is creeping onto more Web pages.

Here are three tips to cut down on jargon:

Use the copy on your Website to highlight features of your company and your products, but avoid terms and words that are execlusive to your industry.  

Write engaging words that are aimed for first-time visitors and uses language that someone not involved in your marketplace will understand.  Tech firms are more notorious for jargon, but we’re all guilty.