What makes a good ad?

An ad that sells, that’s what.

A client recently asked me to write and design an A4 ad for a trade magazine. I warned him that a one-off ad wasn’t likely to attract much response, and that it would probably be a brand-recognition exercise only.

He (and I) were happily surprised that he’s received two enquiries so far. He expects to convert at least one of these into paying business.

Why did results exceed expectation?

Because it was a highly targeted publication (and an eye-catching ad!).

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