It is often easier to learn from other's mistakes so here are a few that have amused or horrified.
Printed in a December 09 Guardian supplement. Totally illegible.
What a horror. Reversed type, almost illegible, no headline (we call them "headless wonders"), sprayed with meaningless logos. What on earth's it all about?
Half-page ad for a restaurant: another headless wonder. Surely there's something they can say as a headline. The new menu; the DJs; live music.
Another half-page ad. I think this is a wedding planner service, but it's a struggle to find what is on offer.
Stand by any road and look for The White Van. I guarantee that most will say J SMITH, then in small letters underneath plumber. The same with these all too common small ads above. The most important thing is "what's in it for me?" So O Arnold is irrelevant: it's that they are contractors able to do this that and the other that should be catching the eye.