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For a married woman, I spend far too much time reading bridal magazines. I came across an ad for Amy Kuschel Bride, a handmade wedding dress designer. The ad had a great looking model wearing one of their gowns. So far, so good. Across the middle of the page in bold letters was written, "Who's Clever Now?"

What?

If you ever launch an ad campaign for any product or service, make sure it makes sense. To be fair, I hit up the website to see if there was any more information (believe me, even with further explanation, it still doesn't quite gel), so in a sense their ad was successful in making me investigate them. Had I not been sitting at a computer, I would have glossed right over it with confused shrug. I think their marketing is going for edgy, in-your-face advertising and website copy, but to the uninformed browser it just looks odd.

It doesn't matter how brilliant you think your ad is - be sure you run it by someone with no experience with your company.