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Print ads offer a simplicity and elegance of form that are hard to match. But these very qualities often lead to problems in the advertising creative process.

One problem is laziness. Compared to a direct mail package with all the bells and whistles, a print ad seems easy to write and design. It's tempting to just crank it out and move on to bigger projects.

An opposite problem is fixation. While direct mail is a disposable medium, people often keep publications. Print ads can stick around for years. So you may be tempted to tinker endlessly with every word, overwork the layout, or force the ad to do things it was never intended to do.

Here are a few ways to get some perspective and double-check an ad before you place it:

• Take a break. You can't evaluate anything objectively the moment you create it. Set your ad aside and look at it again when you're fresh. Is it still as good as you thought? Have you forgotten anything? Is there a problem you didn't see before? You'll be surprised how clear your vision gets after a few hours or days.
• Use the 5-Second Test. Show the ad to a few people who are not in the advertising business, preferably those to whom the ad is meant to appeal. If they don't understand it at a glance (in about 5 seconds), it isn't going to work. Don't play with body copy. Revise the big things. Make your headline more clear and direct. Be sure the graphics telegraph your message. Highlight your offer.
• See how it looks as placed. After all, people won't see your ad tacked to the art director's wall. They'll see it in magazines or newspapers along with lots of other ads and editorial matter. Mock up the ad and insert it into some of your target publications. See how the ad works in context.
• Try the Stop-or-Go Test. You should generally speak in the second person, using words such as "you" and "your." And you should avoid speaking about yourself too much with words such as "we" and "our." So circle all words referring to your reader with a green pen. Then circle all words referring to you with a red pen. If you see a lot of green, your copy is a go. If you see a lot of red, stop and edit.
• Compare your ad to your objective. What do you want the ad to accomplish? Do all the elements of your ad lead to that goal? If something doesn't belong, delete it. If there's something missing, add it. And don't let the designer dictate the message or copy length. Words sell.
• Consider one other way to write the ad. Even if you have a successful formula, there are always other approaches that will work. If you keep an open mind, you just might find a better way. Or you may discover improvements you can incorporate. One advantage to writing a second ad after completing the first is that you will feel free to experiment and try something different.
• List all the negatives. What's wrong with the headline and copy? The layout? The illustrations? The coupon? The look or tone? Be brutal and honest. Don't get attached to particular words or images. After all, this isn't art. It's not your personal vision. It's business. So if something needs to be changed, change it.
• Ask a consultant for a copy analysis. It gives you a level of objectivity you simply can't get from staff and employees. And since there are as many ways to write an ad as there are writers, you're sure to get some good ideas. Even one small improvement can mean the difference between success and failure.
• Make corporate ads work. If you're going to all the trouble to position your company or products, why not distribute some literature and give your salespeople some leads at the same time? Offer a free fact kit, video, brochure, report, or anything to generate a response. This doesn't hurt your image. It shows that you want to make a connection and that you want to help.

About the author:

Dean Rieck is a direct mail copywriter, designer, and consultant who has helped over 200 leading direct marketing companies increase sales, generate leads, and raise funds with winning direct mail, ads, e-mail, sales letters, brochures, postcards, radio spots, and more. Learn more about Dean's direct mail copywriting and design services and sign up for his free monthly newsletter at www.directcreative.com.

Copyright © Dean Rieck. You may reprint this article online provided that you keep the links live and keep all the content "as is," including title, author byline, article text, and "about the author" information.

Advertising Nursery Plants In National And Regional Magazines

Some mail order nursery companies still continue to advertise their plant products in magazines. To determine whether or not a selected magazine may have editorial pages and content concerning plants to attract mail order customers is important. The advertiser must predetermine whether or not his nursery ads will result in orders after receiving a free printed catalog or after a visit to a plant nursery website, and that is not an easy task for the inexperienced nursery man. One simple test could be: are plant nursery or other agricultural advertisers focused towards advertising in this particular magazine? A fascinating development has occurred in the past 15 years concerning the shocking and contradictory absence of nursery plant ads in so many agriculturally focused magazines. Many nursery plant advertisers in those magazines appear to have fled the marketplace and are now replaced by ads from automobile companies, farm and garden implement and tool companies, pool and fountain manufacturing companies and statuary and plant container, pot companies.

Fifteen years ago magazine subscribers could turn through a publication, page after page, of black and white classified ads located at the back of the publication. There were also boring, page after page, display ads printed in fractional page sizes or in some cases full-page ads from plant advertisers. The reasons for the staggering dropout of advertisers are several. The primary reason for the retreat resulted from the collapse of so many mail order catalog companies in years past, that failed to update and change their catalogs to meet the changing needs of the modern mail order customers. The publishers of these mail order catalogs began experience an increase in their production costs dramatically upwards every year.

The mailing costs increased every year and the U. S. postal service became an aggravating bureaucracy to deal with . The U.S. Postal Service required mail order catalog companies to jump through many hoops in order to receive bulk rate delivery. Jumping through one of the precarious hoops required the catalog mailer to have many extra employees that were needed to arrange the stacks of catalogs into precise zip code progressions. Often if one catalog was found out of order, the post office would return the whole shipment with a requirement to be rearranged by the sender, often resulting in a delay of several days. There appeared to be no active interest by the post office to improve the time of delivery for the catalogs which took ten days or more, even at the closest locations. By the time the mail order catalogs were received, many potential impulsive customers had lost interest in buying the product, or either had already purchased the plant from a local box store. Many of the catalogs were mishandled by the U.S. postal service or miss-boxed to box holders who had no interest in ordering plants. The worst policy change of the U.S. Postal Service, 15 years past, was their decision not to deliver catalogs to street addresses used by U.P.S. delivery-possibly intended to damage the U.P.S. competition, and even though a person located in a city had an assigned post office box, there would be no delivery of that persons catalog, if his P.O. box number was not designated on the catalog's shipping label, instead replaced by a street address. At that point the postal service lost its personal touch and turned an indifferent, cold shoulder to the needs of the mail order catalog companies. These so called, "undeliverable", catalogs were sent back by the U.S. Postal Service to the sender and the catalog company was required to pay first-class postage in order to recover the catalog and the disinterested postal worker was too lazy to deliver the catalog. It is unclear, whether or not, a profit motive was in-play that resulted in the new policy change requiring an additional first-class postage fee would be paid to the U.S. Postal Service, in order to recover the "undeliverable" catalogs.

Another huge problem with the U.S. Postal Service resulted from the issuing of postal money orders, normally sent through the mail after a customer received a COD order from the mail order company. The postal money order was in payment for catalog ordered COD plants. These money orders were often lost or mis-boxed by postmen for the C.O.D. orders, and sometimes the mail order catalog nursery company never received payment for the orders that were delivered to the customer. The tracing of these lost money orders was another bureaucratic horror, that usually meant that the post office emerged as the winner, and the catalog nursery did not get paid resulting in unprofitableness and in some cases business failure. The U.S. Postal Service today is floundering in lost business, poor service, email competition, dead wood, retirement pensions, and they may eventually ride down the road to extinction like the inefficient Pony Express of the 19th Century.

There are some large, subscriber, regional magazines with circulations of over one million that still run plant nursery, full-page, color ads for box stores and regional nursery chain stores, but most smaller display ads or classified ads for nursery products have vanished. These large regional, (Southern, Northern, Eastern, Western), magazines have become heavily advertised with automobiles, food, travel & leisure, Pharmaceuticals, furniture and clothing ads. It is difficult to find the editorial articles of interest, or even the index page of contents that lies buried somewhere within the necessarily, frantic exhaustion of meaningless page turning.

Magazines normally give discounts on display or classified ads, if the ads are repeated several times. If a nursery produces its own advertisements, and additional l5% discount is normally allowed for "in house" ad production. Classified ads are the least expensive form of advertisement and appear invariably at the back of the publication in small, hard-to-read, black and white letters, but often work well for an advertiser, if the ads are repeated several times.

It appears clear through expensive years of experience, that nursery plants and products are the least effective when advertised in magazines than any other forms of media, and improvement in the future is unlikely, because of the low cost, simplicity and fast results of the inter-net. For local nursery advertisers, newspapers, radio and television do offer specialty advertising that will work occasionally on a limited basis during the proper season for selling.

About the Author

Patrick A. Malcolm, owner of TyTy Nursery, has an M.S. degree in Biochemistry and has owned and operated TyTy Nursery for over three decades.

Any of yall regulars know where I can get a reprint copy of an old Bannerman' catalog?

I recall seeing a story on Bannerman's in an old copy of Shooters Bible, in which they mentioned a reprint of a classic Bannerman's Armory catalog being avalible, but that was 20 years ago. Anyone have any idea where one of these might be found today?

If any current antique gun parts dealer has a claim to the heritage of Bannerman and Sons, it is surely S&S Firearms. (74-11 Myrtle Ave., Glendale, NY 11385. 718-497-1100. ssfirearms.com). S&S still offers some gun parts and other relics with guaranteed Bannerman provenance, as well as reprints of old Bannerman catalogs and a unique 1880 government surplus ordnance sales catalog with Frank’s handwritten notes in the margins.

(copied and pasted) try writing the address listed above, or the S&S email listed here http://www.ssfirearms.com/Ordering%20Items.htm

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What if you could print a perfect-bound volume for as little time as it takes to brew a cup of coffee? That is the premise behind the Espresso book machine, which turns digital PDF files into paperbacks in minutes. Jason Epstein and Dane Neller, chairman and CEO respectively of On Demand Books in New York, the company behind the Espresso book machine, believe their technology has the potential ...

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