When it comes to print ads, you say it right, or you don't say it at all. If you say it wrong, you're just going to ruin your day and mine.

Allow me to explain. Or, rather, I'll let the famous Bill Bernbach explain. Then I'll add my two cents:

"The truth isn't the truth until people believe you, and they don't believe you if they don't know what you're saying, and they can't know what you're saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting unless you say things imaginatively, originally, freshly."

Thanks Bill. 

So is there a hidden message in Bill's words of wisdom? Lets play this track backward to see what we get:

• Say things imaginatively, originally, freshly.
• They'll listen to you.
• They'll know what you're saying.
• They'll take it to be the truth.

So does all this apply to the copy in your print ads?

You're darn right it does.

Your audience is more cynical than ever. They may even distrust you before they start reading your print copy. 

To be frank, the days of picking an adjective (new, improved, super-deluxe, etc.) are long, long gone. If you want your company to endure, say something in a way that your audience will listen to. Just maybe, if you say the right thing...they might even trust you enough to buy your product.

Can a print ad make the difference? Of course. There would be no magazines if print ads didn't have any value. As long as you contact the right copywriter, anything is possible. 

---

North Carolina Copywriter | Canadian Copywriter | Copywriting Articles |
Copywriter FAQ | Copywriter on Twitter | Copywriter on Facebook |
Copywriter News | Copywriter Blog | Content Copywriter |
Real Estate Copywriter | SEO Copywriter | Toronto Copywriter |
Copywriter Jobs Online | Copywriter Work History | Copywriter on YouTube |