Think carefully about this. If your ad doesn?t stand apart, doesn?t attract, appeal or grab; if it doesn?t delight in some way, the readers you want to capture and bring into your world will simply turn the page and plow on through the dull stuff . . . until they bump into your competitor?s delightfully different ad. And then they?ll stop ? and, unfortunately for you ? pay attention to the message.

So take a close look at your company?s ads. Do they stand out from the crowd of other ads? Are they different from your competitor?s ads in a powerful and relevant way? And most important, do they convey your core message in an engaging, persuasive and delightful manner?

If so, let them run and run, because they?re bound to bring you business.

If not, better change your approach soon. Before the competition eats your lunch.

Gary Watson writes ads for companies that want to add to their bottom line. He also does product/service naming, slogans/tag lines, billboards, web content, sales letters (print and email), etc. etc. He can be reached at Gary@GWCopy.com.