I don't care how good your message is, or how good everything looks. People don't have time to figure out what you are trying to say or sell.

Originally trained in print, I no longer believe print is the sole means of connecting with your audience. In fact, sometimes I don't recommend print at all. You have to consider who the audience is, and what is the best way to connect with them. How does your audience get information/how do they receive information? What interests your audience, etc.?

For example, if you were only to create a print ad for your client, it may be a waste of their money. Drive the audience to a destination/landing page created specifically for that message, to generate interest. Of course you could drive the audience to your existing Web site, but make sure the content and design connects with the message in the ad. Consider what you want to have happen. If your Web site doesn't make it clear to the user what you want them to do, then you will lose their interest. 

Also consider that some people may never even see the print ad. How do you attract those people? Create awareness. Not everyone looks through trade pubs or print magazines. Many people do use the Internet and look for items they are interested in through Google or other search programs. How do you attract these folks? Well, Google programs including keywords and contextual ads, Google targeted network sites, resource centers, podcasts, online ads, and E-newsletter sponsorships to name a few.

Now that you have done all of this, how do you produce action? E-mail newsletters and application assistance forms, to name a couple. It all depends on the audience, what your message is, and how you want them to produce action.

You're not done yet. In fact, with technology today we have the ability to have continuous feedback and analytics.

OK, one final thought. I don't care how good your message is, or how good everything looks. People don't have time to figure out what you are trying to say or sell. Keep your message simple. Do something creative, just make sure it is clear what it is you want the audience to do. If you are designing online ads, keep in mind that most people find them annoying. Think about the message you want to get across, the offer you want to give, and the look and feel. What is going to attract someone to look at your ad and click in one second?