You may have a lot to say, but your audience only cares about what is important to them. To create an effective print advertising campaign, we employ a process of elimination. Research and strategic planning will determine the content of our message. Take everything you want to say about your company, product or service and set it aside. Your audience should drive the content of your message.
We eliminate all but the most important elements. What is the single most meaningful, informative, important or beneficial message for your target market? It can be more than one item but only one item should be the dominant message of any print ad.