Come to a Head
Once you've got a great headline for your ad, don't skimp on the details.
By Jerry Fisher •
Opinions expressed by Entrepreneur contributors are their own.
When you need great advertising ideas, where do you turn? By"great," we don't mean the irrelevantly brilliantadvertisements that win awards for creativity and make handsomeartwork for office walls. Those often cost a lot to design andproduce, but that doesn't mean they sell worth beans. The greatadvertising ideas we're talking about are the ones you canpotentially spot every day, whether you're reading a newspaperor turning the pages of a glossy magazine. Each month in thiscolumn, we'll spotlight a currently running ad that promises toteach you a lot about producing your own effective advertising.
Because the buying public is so bombarded with ads on a dailybasis, consumers are desensitized to all but the most provocativeof them. This column's goal is to ferret out those head-turningexceptions, discuss what makes them draw attention, recommend howyou might sprinkle some of their stardust on your own efforts, andeven suggest how they can be improved.
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