The look of your ad is the other half of the battle. I always tell clients their ads are their signatures. First, come up with a “look” you are happy with, and that works well in the chosen medium. Then stick with it. After all, how often do you intentionally change your signature?

When it comes to the look of an ad campaign, many businesses take the scientific approach. Understand that advertising is not a science — it is an art. And as fine art uses elements like color, composition and subject matter to engage the viewer, so should your advertising. Select your type style carefully. Be sure it is unique. (Note: If you have your local newspaper lay out your ads, find out the cost of selecting and buying your own font for your exclusive use. Otherwise you run the risk of looking like everyone else.) Pay close attention to the headline. Does it grab the reader, not just by what it says, but by how it looks? What about the visual (photo or artwork)? Try to use the photo in a dominant position and, when possible, have it “bleed” to the edge of the ad. The result is greater visual appeal when the reader is turning the pages.

Now, let’s talk body copy. There are no hard and fast rules, but for the most part, less is more. Think of the ad as a 10-second sales pitch.

Choose your words carefully and don’t choose too many of them. Be certain that the reader, in a split second, can see and understand your deal. Try to avoid the fine print — it will do little to engender trust.