Art of the Sell: How Retailers Can Create Powerful Print Ads

Pony up for a good photographer, allow your images to breathe, choose the ideal font—and you just might create the perfect print ad. At the least, our guide will get you close.Don Draper, the dapper protagonist on AMC’s Mad Men, once said, “Advertising is based on one thing: happiness.” The perfectly imperfect character—who possessed comically bad judgment in so many other areas—was at least right about that.When it comes to advertising in print publications, however, too many brands, presumably caught up in their (understandably ardent) quest to impart information to consumers, forget to entertain. And in advertising, that’s a fatal error.“You need to make the consumer smile and nod their head before they’re going to listen to a thing you say,” says Shawn Gauthier, a longtime advertising professional whose current clients include POM Wonderful and Fiji water. “You

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