What Works and What Doesn't in Advertising

In advertising, it's amazing what works and what doesn't work. It isn't always what you think it is.

If you're an accountant or a lawyer or a consultant with a marketing program, you don't have to know how to write an ad, but you should know how to judge one written for you. Advertising is expensive, with an uncertain return on investment. You should know also that what you think works, may not.

While a great deal is known about what works in advertising, there's even more we don't know. Nor are academic copy rules decisive. What makes it difficult for the uninitiated is that what you may judge to be great copy because of the sheer poetry, imagery, sound, and lyricism, may be lousy for accomplishing the mission of the ad. Ultimately, advertising, especially for professional services, is more complex than it appears on the surface.