I was reading through the latest Businessweek this morning when I suddenly came to two blank pages. I quickly began to wonder how anyone let an issue get out the door with two pages of wasted paper, missing text, or whatever caused the blanks. Then I realized the pages weren't blank, but had some text at the bottom which read
Introducing nothing. No spam. No email fraud. Just the messages you want. Like now. Instead of big, ugly ads, all you see is a clean, white space. If you like it here, you'll love it in your inbox.
The ad is for MailFrontier, and I am impressed. The ad is simple and to the point. In a world where we are bombarded with advertising messages, it grabbed my attention because of its lack of anything to grab my attention. There is a very counterintuitive idea. Is the way to stand out from the crowd and get your message noticed to keep it simple, clean and somewhat empty? It certainly caught my attention, and very few ads do that. As a matter of fact, of all the ads in the latest issue, it is the only one I remember.