Evaluating a proposed ad
Five tips for avoiding getting hung up
on stuff that doesn’t matter
- Save “Do I like it” or “What would I change” for later. Start with, “Does it accomplish its objective?” It follows that it’s helpful to establish an objective before the creative work begins.
- Does the ad win attention or blend into its surroundings?
- If it’s a print or online ad, does the headline (and it damn well better have one) make the average disinterested person want to read more? This is not the same as asking if it grabs attention. Any disruption can make people look, but it takes relevance to keep them looking.
- Is it clear? If people must work to figure out your message, most won’t bother.
- Remember that minutiae (e.g., should I have said consider instead of remember?) won’t make a lot of difference in terms of results, but imposing them may well demoralize your creative people.