MARKETING

Do-It-Yourself Ads: You think that writing ads is easy?

Andrews International, a small ad firm in El Toro, has put out a booklet for do-it-yourself advertisers. Called “How to Design an Ad that Works” and offered free, the booklet is aimed at small to medium companies that design what they think are sure-fire print ads.

The booklet analyzes why some ads attract customers and others don’t. It offers tips on ways that firms can use advertising more effectively.

With small businesses snapping up the booklet, does Andrews fear that there will be so many do-it-yourself ad people that their firm will be put out of business? As it turns out, there is a method to the madness.

“When they start reading our booklet, they realize they can write an ad that hurts their business,” explained Paul Flockhart of Andrews. “When they realize there’s more to this than they thought, they will want an ad agency.”

And just in case there is any doubt about which agency to choose, the ad company was careful to fill the last four pages with Andrews ads.