Critique Request Advertising advise?

Im loving photoshop having fun trying to learn it. I am going to run a few ads (not this graphic). I am wondering if there are any "no no 's " in making a good ad. Also what is the best way to save the file to send the publisher? any advise appreciated.

Look nice to me, the only thing maybe if your job is the engraving is try to not hide the engraved parts of the knife with the letters's shadows just this, after that is just a question of taste but look nice to me.

Most people get too personally involved in their ads. Always figure out exactly what you want the ad to do....you would be surprised at the number of people that don't. Have a look at your local newspaper and you will see what I mean. Most ads you have no idea what they are advertising or why.

For instance, do you want people to buy the knife, raise awareness of your business, what exactly is your business???? etc etc.

Hand engraving........what?? everything or anything?? specialised work like knives guns etc?? cups and trophies???

For sale, buy now, ring now for a free quote...are all good ways of drawing in potential customers.

Make your ad readable as a lot aren't. Use a readable font.....script is not the best for this. Don't let the picture overshadow the actual message or readers miss it completely. Always remember that on the page your ad has a lot of competition all around it.

If you have a web site direct them to it as it' an extension of your ad.

Your heading is critical...."Hand Engraving by whoever" doesn't work. You need to make it more specific. "Hand engraved knives (bold) at affordable prices (sub text)" has more impact as a knife person will see the word knife and is more likely to call you. Affordable draws them in even further as it does away with the assumption of expensive.

Always make sure you have all contact details on the ad. Make it easy for the potential customer to get a hold of you.

Design your ad for the customer, not other engravers or your own ego.

Griff Custom Metalsmiths..........what is that??? It means nothing to anyone else other than another metalsmith who may know what it means. To the public its meaningless. Cinch Trapper etc etc.....Who cares what the knife is. Is it for sale?? Engraved by Wes Griffin.....Big deal, who's that???....I'm not saying this to be mean but rather point out what the public see and read. Look at the ad through their eyes, not yours. Basically anyone reading your ad as it is will just skim it over and move on in about a blink of an eye.

Cheers
Andrew

PS. I know that the picture is not your actual ad. I was just trying to point you in the right direction

A sense of urgency

Andrew touched on it a little bit. An ad should make a call to action even if it may be subliminal in nature. The potential customer should feel compelled to call now or somehow take action now. I saved a marketing article years ago that has helped me make sales. It has to do with colors. The color red in particular has helped me out considerably with sales.

Here is a copy of it:

Yes, the greatest call to action in advertising .......... is the buy now button.

Cheers
Andrew

I'm with Andrew. Sorry to be brutally honest, but that picture doesn't sell anything to me.
The picture is nice, (but that's all it is) and your Photoshop skills are going to come in handy once you get a good "message".
The engraving is good too. I'd hate for you to think I'm ripping you to shreds on one hand and not give you credit for doing nice engraving work.
Ditch the Script on the smaller words. I think it does look "OK" on the banner, but it isn't the best font for your ad.
Speaking of ads.......You made no mention where you going to run them.
Classified Magazine ads are expensive and they almost never work for at least two years. (I wonder how I know that?)

Doc,

As usual you have a lot of very interesting info, thank you for sharing this one