I read a piece the other day that really got to me.  It talked about a book that discussed a study of what draws people to a web ad.

Now you have to understand I’ve spent my whole career working hard to create advertising that has stopping power — ads, commercials, direct mail pieces, etc. that have a unique graphic, message or story that attracts people’s attention.

But the study found that what draws people to a web ad isn’t fancy graphics or animation. It’s text. Plain ol’ text. (more…)