9 Last-Minute Checkups for Print Ads

by Dean Rieck

While much of my business is creating direct mail, I've always had a special place in my heart for print ads. They offer a simplicity and elegance of form that are hard to match. But these very qualities often lead to problems in the creative process.

One problem is laziness. Compared to a direct mail package with all the bells and whistles, a print ad seems easy to write and design. It's tempting to just crank it out and move on to bigger projects.

An opposite problem is fixation. While direct mail is a disposable medium, people often keep publications. Print ads can stick around for years. And the temptation is to tinker endlessly with every word, overwork the layout, or force the ad to do things it was never intended to do.

So here are a few ways to get some perspective and double-check an ad before you place it:

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