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