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An Idea A Day by David Thompson

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ADVERTISING

MAKE YOUR ADS LOOK LIKE—AND READ LIKE—EDITORIAL

Andy Maslen

THERE ARE TWO schools of thought when it comes to ads. One says make it as vibrant as possible and keep the copy short because nobody reads long copy. (As this is often uttered by copywriters you have to wonder where they get their motivation to come into work from.)

The second school (the old school, if you will) says make your ad resemble editorial, since that is what people buy magazines and newspapers for in the first place, and write as much as possible. Why as much as possible? Because the only people who are going to buy from you are those motivated to do so, and ...

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