Comments on: Ad copywriting tip: Tell an interesting story http://www.directcreative.com/blog/ad-copywriting-tip-tell-an-interesting-story Dean Rieck on Copywriting & Direct Marketing Thu, 09 Sep 2010 13:12:35 -0700 hourly 1 http://wordpress.org/?v=3.0.1 By: Dean Rieck http://www.directcreative.com/blog/ad-copywriting-tip-tell-an-interesting-story/comment-page-1#comment-4998 Dean Rieck Sun, 21 Sep 2008 17:25:05 +0000 http://www.directcreative.com/blog/?p=135#comment-4998 Ted: You're right. There are often hurdles to leap to create and run an ad like this. You have to convince the client it works. The copywriter has to write it in the correct style. The designer must lay it out in a simple form. And the publisher often has to be convinced to run it. But when you have all cylinders firing, it does work. Ted: You’re right. There are often hurdles to leap to create and run an ad like this. You have to convince the client it works. The copywriter has to write it in the correct style. The designer must lay it out in a simple form. And the publisher often has to be convinced to run it.

But when you have all cylinders firing, it does work.

]]> By: Ted Grigg http://www.directcreative.com/blog/ad-copywriting-tip-tell-an-interesting-story/comment-page-1#comment-4973 Ted Grigg Sun, 21 Sep 2008 03:20:43 +0000 http://www.directcreative.com/blog/?p=135#comment-4973 We used to call these "editorial ads" in the old days, didn't we? I think they are under utilized. Most publications get real aggressive about pasting the word "Advertisement" in large, bold type at the top of the page in the middle. I prefer to put it in small type at the side as your example shows. But placing it at the bottom on the right would be even better if you could get away with it. It's a trick to get the art department to lay these out so they look like a regular news report or editorial (per your example). The layout is critical to success. And it goes without saying that the copy should read as an objective article to get the best response. We used to call these “editorial ads” in the old days, didn’t we?

I think they are under utilized.

Most publications get real aggressive about pasting the word “Advertisement” in large, bold type at the top of the page in the middle. I prefer to put it in small type at the side as your example shows. But placing it at the bottom on the right would be even better if you could get away with it.

It’s a trick to get the art department to lay these out so they look like a regular news report or editorial (per your example). The layout is critical to success. And it goes without saying that the copy should read as an objective article to get the best response.

]]> By: Jay Ehret http://www.directcreative.com/blog/ad-copywriting-tip-tell-an-interesting-story/comment-page-1#comment-4872 Jay Ehret Fri, 19 Sep 2008 11:37:04 +0000 http://www.directcreative.com/blog/?p=135#comment-4872 Great ad, Dean. I think Joe Sugarman would proud. Thanks for sharing. Great ad, Dean. I think Joe Sugarman would proud. Thanks for sharing.

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