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A copy start that is both creative and clear is possible so long as it works fast.
With dominant photography that includes huge price tags, there's plenty of product to attract interest. A less than soft sell headline is not out of place here to balance the message's mood. However, once the thoughtful opening has been delivered in the headline, it is vital for those first lines of text to quickly inform readers of the business message.

ad copy

Our true colors:
Here they are. All 102 of them. The best performing, most beautiful Acrylic Nail Enamel colors ever. On our newest palette! Order this full showing today and receive a coupon worth $9.00 off your next 12-bottle purchase. Share this palette's shine with your clients and that purchase could be pre-sold!
All hot and hearty, you won't find a true blue in the bunch. The truth is that these are the first Name-Brand, acrylic shades in our industry to come with an unconditional money-back guarantee. How's that for showing our colors?

Over time, a calm creative approach can be the best strategy.
There's no question that the strong silent type is powerful in his or her restraint.The same holds true for an ad that's too dignified to get in your face just to sell something. However, real world pressures usually demand more brazen creative tactics to supposedly ensure fast results. So, either a client has the resources to be reserved for a long period of time and/or other factors allow such an approach.
         It could be that the message will never need updating. That the delivery is so succinct that it can afford to be identically replayed for years. Long enough that curiosity and admiration for firm message resolve will eventually capture everyone's attention. In addition, this advertiser has the advantage of owning the publication in which the ads appear which helps ensure longevity. Designed to run on 3 consecutive pages, the modular approach spells out some great news about Community College Week. While the headline remains in tact, new text on each ad spells out a different selling point. An ever growing audience is suggested by extra pairs of hands on the new views. Ultimately, this subtle device will draw potential subscribers into the copy to discover what's so interesting.

ad copy (left to right)

Well Read.
Community College Week reports the latest, most crucial news impacting community, junior and technical colleges today. With scrupulous attention to detail and clarity, we make sure our readers get the message along with a firm grip on its ramifications.
Well Read. Well Done.

ad 2:
Well Read.
Community College Week is the format from which professionals and decision makers literally shine. Twenty-four times a year! Impeccably designed and 4-color beautiful, it enjoys an enthusiastic, well-informed, incredibly sharing kind of audience.
Well Read. Well Done.

ad 3:
Well Read.
Community College Week is more than an extremely well-focused eyeful. It's the community college marketplace for career, conference and workshop opportunities! No wonder presidents, deans, trustees, faculty and administrators can't wait to get their hands on...
Well Read. Well Done.

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