Thumb through your favorite local or trade print publication. You’re bound to spot these common errors. Most are easy to fix.

  1. Putting the logo on top.
  2. Failing to say something meaningful to the customer right away.
  3. Competing headlines (the eye doesn’t know where to go first).
  4. Throwing too much stuff in there.
  5. Including your photo and/or not including a visual of interest to your audience.
  6. Multiple designs thrown together within a space.
  7. Poor design flow (the eye doesn’t know how to flow through the ad).
  8. Insufficient relief space (reading this ad looks like work) and sloppy margins.
  9. No clear call to action and/or Web site for an intermediate step.
  10. Amateurish logo design.