Here’s the ad.

At first glance – the kind of quick look-see any of us do – I saw “Burning Itch.”

Now you look. I’ll wait.

Bet you see it, too.

Sometimes this kind of thing can be hilarious or close to it. Almost always inadvertent,  it may or may not get a reader to rest a little longer on your ad – if only to make sense of it, and then move on. (This is similar to the unintended guffaws we get with innocently planned URLs (SingleParentsExpert.com)that wind up reading like singleparentsexpert.com.)

So here’s the tip – put the ad on an online test page with a typical content grid.

Have someone who has NEVER seen the ad sit down and glance at the end through the corner of their eye. Do they see anything looking a little out of whack? If no, and almost always it will be, you’re good to go. If yes? A slight adjustment may be indicated.

Burning itch? Burning DVD s? Yeah, we can do something with that …