"Let's be honest," writes Drew McLellan at his Marketing Minute blog. "Most print ads in newspapers and magazines stink." Ouch! Here are some of McLellan's suggestions for producing non-mediocre ads:

Use your headline to grab a reader's attention. This would seem to be an obvious suggestion, but it's amazing how many boring headlines make it to print. "Intrigue [the audience], challenge a common belief, ask a question or throw your offer up there," he says, "but do not be dull." If this advice sounds too abstract, try flipping through various publications and keep a list of the headlines that catch your eye—then determine what they have in common.

Stay on point. McLellan recommends an exercise that will help you stick to a central idea: "Write the copy that you want to include in your ad," he says. "Now cut it in half." Painful, he admits, but there's more. "After you cut it in half, cut it again by a third." By the time you're done, you will have an effective core message.

Tell your story visually. There's no need to be literal. If all of your competitors use the same types of images, choose something else to stand out. Ideally, you want to find visuals that convey your message, but also appeal to the reader with something unexpected.

The Po!nt: "Print advertising can be a very effective tactic," says McLellan. "But most people don't make the most of the ads they buy. Don't waste good money on bad ads."

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