It’s not often that you see two excellent adverts on the same page of a newspaper; in fact, it’s probably not often that you see even one excellent advertisement on any page of a newspaper.

Now, I’m not saying these are the epitome of excellence or that they can’t be improved but they’ll be read and generate results.

Why are they so good?

Well, they both have excellent headlines that will get the attention of the target market.

There’d be many men who would want to be a $1 million man and, when the headline drags them in, would read the rest of the copy. The pictures are great but I think a couple of subheadings in bold would have improved the copy even more.

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The potential class action advertisement has a great headline, clear and to the point. I’m sure that if you, or someone you knew, fitted that description the advert would get your attention and you’d read on. You’d be motivated to take the next step or let that “somebody” know about it.

One great point to note is they both use a serif font and are in upper case/lower case making for much easier comprehension. The human brain’s comprehension rate is much lower for a sans serif font or all upper case font.

One criticism of the lawyer’s advert… as I have said often, I hate copy reversed out of white and this one is no different. It probably would have worked just as well, or even better, if it had been a plain black print on the white page.

Nonetheless, great adverts that will get results.