Obvious? Of course. So why do so many go so wrong so often? The key is in the word “relevance.” The reader defines what is relevant, not you. The best you can do is find out. No amount of self-centered bluster is going to do you any good.

What: Concept, copy assistance, design, art
For: Partial page advertising
Clients: Denise Wheeler Film Permits,
Custom Neon, Everything Audio
When: Late 1970s, early 1980s

I find it fun doing smaller ads and competing with the other small ads on the page. So much communication is completely backwards in its approach, conceived by people who are convinced the world waits anxiously for every word they have to say. Well it doesn’t. To really communicate, focus on your reader's needs, not yours. Reach out and grab visually, and immediately if not simultaneously provide information relevant to the reader.