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Resolve to simplify ad copy in the new year.(Brief Article)
B to B, January, 2001
New Year's resolutions should never be too ambitious. Committing to an entire laundry list of do's and don'ts is a certain
prescription for self-loathing by Memorial Day. So as you resolve to improve your b-to-b advertising in 2001, remember to keep it simple.
It can start with the images you choose. Simple usually works. The image can be as straightforward as a product shot, or it can be as metaphorical as a fairy tale. Regardless, the images must spark instant recognition while speaking to your selling proposition.
If readers have to puzzle over the image for more than a second or two, you've lost them. They're off to the next ad, maybe your competitor's. Headlines can make or break the deal. If the headline is happily married to the image,...
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