I've decided to advertise my ceilings in a very prestigious magazine. Anyone here who is restoring old buildings considers it their "bible'. I don't want an ad like all the others have. I've put a link here to a typical advertiser's ad in this magazine: http://www.heritageceilings.com.au/periodhomerenovator.htm (http://www.heritageceilings.com.au/periodhomerenovator.htm)

I don't particularly want little pictures of the various panels I sell. I want my ad to stand out from all the other tin ceiling ads. I don't mind lots of white space on the page. I presume white space would attract readers because it would look different to the other "cluttered" ads. In effect perhaps what I'm after is a minimalistic style of ad.

Can anyone think of a couple of good sentences for my ad please? Or am I way off track to consider a radically different ad. Any ideas and feedback will be appreciated.

I don't think you are off base going for a different approach. I certainly wouldn't just picture the tiles as the example ad does.

Regarding some catch phrases, i'm not sure. i think they should speak to the value, etc or provide some sort of hook. Preferably both. For example, why do most people purchase this. Is it to increase the value of their place, etc?

The sample you showed has a headline of Melbourne's Biggest Range of Pressed Metal. First thought that I have with those kind of headlines is "Says who?" Before I look at the rest of the ad, I'm already thinking are they prone to exaggeration and well, you get where I'm going.

Are you planning on a full page too? That's a lot of real estate to cover with words - I would maybe use some of your tiles as a frame or corners. I'm not sure it would be a good idea to not have any pictures. But I do like your general idea - making your ad look different from all the others. If you leave a lot of white space it would make your page stand out when someone is thumbing through the magazine.

Does the white space have to be white? Could you use a black background?

The ad you showed listed the website as if it was an afterthought. Would it work (living in US don't have a feel for AU customers or the market itself) to have a blank page with just your website address? You've seen the rest, now for something different, visit yoururlhere.com. Maybe have a single tile strip above and below the words and leave the rest of the page blank?

If you go with longer copy:

Words to use: custom, traditional, period, paintable (folks want that in US), original, etc.
Words to avoid: best, greatest, biggest, etc.
Use with caution: only, single source, things that imply you are unique - make sure you are first

That should get your juices flowing.

Thanks Guys. Scribe I like your suggestion:

"..............blank page with just your website address? You've seen the rest, now for something different, visit yoururlhere.com. Maybe have a single tile strip above and below the words and leave the rest of the page blank?"

That's just the sort of idea I'm after. Thanks. Any more great ideas out there?

Does the white space have to be white? Could you use a black background?

Reversals are very difficult to read. If you choose to use a reversal technique, I suggest you do so minimally.

When choosing your text, consider your target audience's needs/wants. Who is your audience? Contractors? Professional restorers? Individual homeowners? They all have different needs.

I've decided to advertise my ceilings in a very prestigious magazine. Anyone here who is restoring old buildings considers it their "bible'. I don't want an ad like all the others have. I've put a link here to a typical advertiser's ad in this magazine: http://www.heritageceilings.com.au/periodhomerenovator.htm (http://www.heritageceilings.com.au/periodhomerenovator.htm)

I don't particularly want little pictures of the various panels I sell. I want my ad to stand out from all the other tin ceiling ads. I don't mind lots of white space on the page. I presume white space would attract readers because it would look different to the other "cluttered" ads. In effect perhaps what I'm after is a minimalistic style of ad.

Can anyone think of a couple of good sentences for my ad please? Or am I way off track to consider a radically different ad. Any ideas and feedback will be appreciated.

Great style can stand on it's own!

Thanks sbooke. Any more great suggestions. It only needs to be brief.