Why Ads Fail!

by Tom Egelhoff

Even after 30 years of placing ads I still cross my fingers and look to the heavens for guidance. But one thing I have learned over the years is that when ads do fail it is usually because I made a mistake. Here's what to look for.

An ad will never work if it doesn't grab the attention of the reader. The headline must do it's job by making the reader stop and consider the ad.

An ad will never work if the message doesn't hold the attention of the reader that the headline worked so hard to attract. There must be benefits to the reader or they will move on.

An ad will never work if it doesn't ask the reader to act. Successful ads must cause an emotional reaction. Make a call. Return a card. Bring in a coupon. There must be a call to action.

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