It’s an ad for a pizza restaurant, and is unfortunately a jumble of competing offers and special deals. In addition to being a visual nightmare, the ad copy doesn’t make much sense at all. After his speech, I walked to the head table and asked him what he thought was the most important principle in advertising. We can start by going beyond grammar when we proofread ads and ad ideas. All it takes is one simple question: “Does this make sense?”(c) Copyright 2025 by John Foust.