The other day, one of my clients asked my advice about an ad they’d designed for a local magazine. It had their logo at the top, then a picture and some text, then their phone number. It looked nice, but it was upside-down.
First it needed a headline at the top that answered ‘What’s In It For Me?’ for their potential customers.
Then the picture and the copy.
Then the phone number. Big. As a call to action.
And finally, their logo.
Why does it have to be this way up? Because no-one cares who you are until they know what you can do for them.