The other day, one of my clients asked my advice about an ad they’d designed for a local magazine. It had their logo at the top, then a picture and some text, then their phone number. It looked nice, but it was upside-down.

First it needed a headline at the top that answered ‘What’s In It For Me?’ for their potential customers.

Then the picture and the copy.

Then the phone number. Big. As a call to action.

And finally, their logo.

Why does it have to be this way up? Because no-one cares who you are until they know what you can do for them.

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