Most agencies approach technology advertising as if it were consumer advertising. For example, assuming that all ads require strong measures to “grab attention” from unwilling audiences, This is largely true in consumer magazines, where the ads are considered to be “in the way.” But in trade publications the scenario is actually reversed.

Research shows that professionals actually use trade ads as one of their primary sources for keeping up with what’s new. Why? Because they don't have time to read all the technical articles. However, they do have time to skim the ads — and to fully read those that clearly relate to their professional needs.

That's why they're actively looking for two things: “What’s your product?” and “How's it new or different?” And that's why every Shultz ad answers those two questions in the first two seconds. It gets professional readership and professional respect. And it subtly separates Shultz ads from all the rest.