April 16, 2008

Creating Interesting Press Ads

Scamp has his critics, but he’s at his best when he provides his tips and this week has seen another of excellent posts. He suggests that if you’re struggling with a press ad put yourself in to the mindset of Paul Belford and Nigel Roberts, two masters.

“the entire message is carried in the headline. The visual is, strictly speaking, unnecessary. Technically, it’s a piece of graphic design, that illustrates the ad, rather than an advertising visual that works hand-in-glove with the line…”

“First of all, each of you must sit down and write headlines. Don’t try to think visually at all. Write lots of them… as I think Dave Trott said - “the way to write a good ad is to write a lot of them.”

Article categories: Creative Thinking