Not only is skill required to make an ad look right, but the quality of your ad must compete favorably with others appearing in the publication. It's also a good idea to prepare your ad well ahead of the deadline. This way, you can put it aside for a few days and then review the ad with a fresh perspective while there's still time to make revisions. As a final check, lay your ad on a page of the publication where it will appear and make sure it stands out from the articles and other ads on the page. Perhaps the greatest obstacle to good advertising is excess.
Ads can end up so crammed with ideas and features that they appear dense and uninviting.
If over-designed, they can be more artistic than motivational, obscuring the sales message. Similarly, selling points may over-promise. Avoid any claim that could be construed as deceptive. In addition, make sure the overall tone of your ad is upbeat and appealing. Emphasize the solutions you provide, not the problems you address.