Our expert cures your ads

 
 
Patient History 
Holman Jewelers in Springfield, TN, was started in 1953 by brothers Billy and Buddy and is now run by Billy’s son Brian. They were recently voted the No. 1 jewelry store in Robertson County. 
 
 
The Diagnosis 
Let’s start from the top. The exclamation point in the first line of copy is in the wrong place. (It can’t go in the middle of a sentence.) And I really dislike the overuse of exclamation points!!!!!!!, which are used three times here. Sadly, this ad was created by the local Robertson County Times, which you’d think would have a better grasp of punctuation. Copy aside, there’s the layout — it’s totally inconsistent. The black reverse bars at the top and bottom are in contrasting styles. The words “SINCE 1953” float. They should be below the name of the store. Frankly, the only thing I find endearing is Santa. And a nice Jewish girl from the Bronx isn’t going to mess with that. 
 
 
The Remedy  
Come up with something more creative than “Christmas in July” if you need to unload some aging inventory. Find someone who knows how to produce an ad — because the Robertson County Times isn’t cutting it. I’m impressed you were voted the No. 1 store in Robertson County. I’m sure you are wonderful people and provide great service to your customers. Yet, if I were left to form an impression of your store from this ad, it would be less than stellar. 

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