B2B Advertising: The Wallpaper Test
“Wallpaper” is the term we use to categorize a good deal of business-to-business advertising.
To find out if your ads fall into this category, try this exercise. Take several recent issues of all the trade magazines that relate to your business. Cut out the ads of your competitors and pin them up on the wall, with your ads mixed in. If yours don’t stand out visually from the rest, they fall into the “wallpaper” category, which means that they don’t have stopping power.
Stopping power is the first critical test of a good print ad, since without it, readers simply keep turning the pages.