Your first job is to get them to see your ad!
If you have read my manual "The Secrets Uncovered: How To Write Headlines That Could Make You A Fortune", you will recall that every ad should follow AIDA formula: 1. Get Attention 2. Generate Interest 3. Create Desire 4. Call for Action
The problem is that most ads just aim to get attention by using bold or unusual graphic gimmicks. It is a bit like walking up to a customer and grabbing them by both shoulders, staring them in face, and shaking them.
I suspect you'll get their attention but will they buy? You see, getting their attention is only part of job.
I have a more effective way of getting attention ... right kind of attention that will generate interest in what you have to sell.
The secret is:
Make your ad look like a news story!
Don't make it look like an ad. Don't use line art. Don't use arrows, cute graphics, reverse type, (except maybe to highlight a phone number), weird typesets . . .
Or anything else that might win an award for graphic design!
Come closer and listen. Here is how to think about your newspaper ads. Think about what could be best possible piece of luck you could have. Think about reporter who heard a rumour about your product or service and decided to check it out. And then he fell in love with it. In fact he loved it so much, he went back to his PC and wrote a full page rave article about what you are selling.