Focus

Is this message on target? Is there a call to action?

Contrast

Is the contrast helping the message?

Repetition

Are you getting through?

Alignment

Is this pleasing to look at?

Proximity

Do the parts look good together?

For more information

o Consult your associates

o Consult your mentor

o Read articles on this topic

o practice, practice, practice

FCRAP Principles

Focus

Contrast

Repetition

Alignment

Proximity

Specific Tips

Look for what works for you

notice what you like and why you like it

Look at styles for different target audiences

differences between an ad in Rolling Stone and Forbes

Know the tools

What is easy with your publishing tools, what is hard?

The Don'ts

Don't get distracted

Example: Great artsy, not enough selly

Don't overdo it

Example: Same commercial six times in an hour

Don't get unexpected humor

Example: Eat Here, Get Gas

These tips and tricks brought to you by

Roger White

Author of twelve books on human thinking, science fiction, romance and how-to

Former marketing person at Novell

World traveler and world teacher