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Probably the best advice anyone ever gave me about writing advertising copy came in a job interview when I was first starting out in New York. It went something like this:
When you begin your copy, don't write to the great, unwashed masses. Write every ad as though it were a letter to a close friend, and you had to tell them about something great you'd just discovered.
With the Web being the most intimate medium we've ever had, that advice gains even more relevance. The ability to write one-to-one copy that talks with rather than to people has become crucial. And I, for one, am delighted.
Below are links to some 15 newspaper, magazine and outdoor ads from my portfolio, arranged alphabetically by client so as not to put anyone's nose out of joint. Clicking on either the thumbnail of each ad or the client's name will produce a larger, somewhat more legible version of same. When you want to close the window, clicking on the ad itself in most cases is much handier than the red X.
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