Ads Should Win Rewards, Not Awards

Robert W. Bly, www.bly.com

Bob Bly is the author of more than seventy books, including The Copywriter’s Handbook. Bly advises: “To define what constitutes good print advertising, we begin with what a good print ad is not: It is not creative for the sake of being creative. It is not designed to please copywriters, art directors, agency presidents or even clients. Its main purpose is not to entertain, win awards or shout at the readers, ‘I am an ad. Don’t you admire my fine writing, bold graphics and clever concept?’ In other words, ignore most of what you would learn as a student in any basic advertising class or as a trainee in one of the big Madison Avenue consumer ad agencies.” Bly explains,

As for what an ad should be, here are some characteristics shared by successful direct response print ads:

1. They stress a benefit. The main selling proposition is not cleverly hidden but is made immediately clear.

2. They arouse curiosity and invite readership. The key here is not to be outrageous but to address the strongest interests and concerns of your target audience.

3. They provide information. Ads that provide information the reader wants get higher readership and better response.

4. They have a strong free offer. Good ads tell the reader the next step in the buying process and encourage him to take it now.

All ads should have an offer, because the offer generates immediate response from prospects who are ready to buy now or at least thinking about buying. Without an offer, these ‘urgent’ prospects are not encouraged to reach out to you, and you lose many potential clients.