Punch it up

Interesting article in BtoB Magazine (but not on their website) about improving trade advertising for industrial trade journals. The magazine's popular "Copy Chasers" critique advertisements regularly, but this article gives general advice to punch it up. They are aligning with two other influencers in my current thoughts: Seth Godin's 'Purple Cow' and Emeril Lagasse's 'Kick it up a notch'.

The Chasers' point is to focus on one item and message, don't cram the page, and make it look attractive (including using people). The implied thought is that you should give them enough information to be interested to click over to your website. If the ad is compelling, they will!