Advertising is the creative science of targeting potential customers and persuading them into action. The average consumer is exposed to 247 commercial messages each day. At Mediaglue, we don't prescribe to the catch-all blast-radius style advertising methods used by some. We believe in maximizing our client's dollars with thoughtful outside-the-box solutions.

Far better for you, too when we stop and think about who you're selling to, what they want or what problems they have, and address them directly.

When you do this, the effect is that your reader thinks you're talking to them directly and feels an immediate connection with you. Then, as The Godfather would say, "Make them an offer they can't refuse."

Here's a simple example of what I'm talking about:

Suppose you sell dental adhesive; that sticky stuff that holds false teeth in. You might write this:

Attention: Denture Wearers...

Do your false teeth ever embarrass you at exactly the wrong moment? You know what I mean, you're at a restaurant eating something sticky like a soft bread roll or a muffin and out they come. Suddenly you have a mouthful of half-chewed food mixed with teeth.

What do you do? How do you recover?

Finally there's a solution - new StayPut dental gum; guaranteed to keep you smiling!

Try it for yourself absolutely free of charge by visiting www.stayputgum.com.au

Enter your name and address and we'll post you a trial tube

While you're not in the dental gum business, there is a theme here that all successful advertising uses. It's typically called AIDA - Attention, Interest, Desire, Action.

We're often asked about the relationship between graphics and copy, and if long copy outsells short copy. Their relationship is easily addressed. Here's my position:

The customer is the arbiter. You have to test and measure.

Graphics are relevant and necessary to enhance the copy and make the message look attractive. Use enough copy to get the reader to take action. If you can do it in a few words, do so. For example, this headline attracts immediate attention and action:

Free Beer Here!

It needs no supporting graphics whatsoever. Sadly, your message probably isn't that simple so we need to take a little longer creating it.

Is effective advertising easy? No, that's why we're here.