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Today an ever-increasing number of print ads include a click-response element. When done properly, this gives you twice as much advertising for your money. The ad becomes a gateway to to your website, where prospects find additional pages of selling information at virtually no additional cost per exposure. So the better job the ad does of attracting and influencing readers who are prospects and making them want to pass through the gateway, the better your Return on Advertising Investment.
Yet too many advertisers fail to take full advantage of this opportunity. To spotlight this and show what I meant, I started collecting such ads. Then I began remaking them them completely, applying the lessons I learned from a professional lifetime of creating and supervising results-getting advertising. Direct Magazine asked me to share my makeovers and comments with their readers. Thus began my monthly column, The Makeover Maven. Although Direct Magazine stopped print publication in 2009, many of my columns are available on their online site. I have also assembled a book of 40 of my best makeovers, How I Would Have Done These Ads. Please email me to request a copy. "The Makeover Maven of Direct" |