It starts with the creative: The Top 5 mistakes in display ad design
PG's Digital Strategist has helped hundreds of clients with the most common question I get: “What should I put in my banner ad?”
Since I started at Premier Guitar almost 10 years ago, I’ve implemented and analyzed over 10k campaigns with creative sets ranging from static banner ads to multi-platform, rich media. Over the years, I’ve been able to develop a data-driven understanding of what makes a good piece of creative and I’ve helped hundreds of clients with the most common question I get: “What should I put in my banner ad?”
Good creative tells YOUR story and highlights your products, so the “best” way is unique to each brand and product. Instead, I like to focus on highlighting what you shouldn’t do. So, I present my Top 5 mistakes in creative design:
1. Now what?: There’s no call-to-action.
Every piece of creative needs a call-to-action. Traditionally this is a button like “Click Here”, “Learn More”, etc., but it could also be a simple offer for readers to engage with your products by visiting your website, watching your videos, or shopping in your online store. Whatever it is, it HAS to be there.
2. ZzZzZz...It’s too wordy.
Brevity is essential in display advertising. If you don’t hook the reader immediately, they will move on, so time is of the essence. For standard banner ads, keep your message simple and memorable. That means there isn’t room for every specification or detail of your product. Find the most desirable/unique aspect (or 2) of your gear and build your creative around that.
3. My eyes!: It’s too busy (or boring)
Digital display advertising is a visual medium. It’s important to keep your potential customer’s perspective in mind when designing your creative. So, if you’re going to animate your creative, don’t rotate 6 panels in 2 seconds. Conversely, don’t rotate 2 panels in 20 seconds. Don’t flash the brightest white after the deepest black. You get it. If your ad isn’t pleasing to look at, it’s not pleasing to engage with.
4. Call in reinforcements: It looks amateur.
The best representation of your brand and product is your imagery. The most valuable investment you can make in the success of your online advertisement is your photography and creative design. It’s ok it you aren’t able to do this yourself, but I advise you to beg, borrow, or barter with a professional who can help feature your product in the best way possible. If you strike out with a pro, check out products like Canva and Bannersnack which can give you a great foundation to do it yourself.
5. Cast a lure: It doesn’t inspire an emotion.
Once you have dialed in your concept and photography, the last step is to hone your message. Successful banner ads convey a fact, intrigue the reader, and entice them to click to learn more. Without venturing into hyperbole, your message should inspire an emotion in the viewer - surprise, shock, intrigue, humor, etc. The best way to do this is to convey a simple, clear, message that sets you apart and piques the interest of the reader along the way.
Still have questions about the do’s and don’ts of creative design? There are plenty of resources out there that can offer additional tips and tricks. Remember: there is no one-size-fits-all solution. Use trial and error to find out what works best for you and your company's goals. If you need a more personal touch, PG’s Marketing Lab is here to help with any and all of your marketing questions. We’d love to help you develop a strategy for your display advertising online. You can sign up for a free, no-pressure consultation with PG’s Digital Strategist, Luke Viertel, using the calendar below.
The modern Southern rockers recently played Nashville’s Ryman Auditorium, and guitarists Charlie Starr and Paul Jackson displayed a bevy of gear every bit as hardworking as these road dogs.
Right now, they’re in Europe, but Atlanta-based rockers with a distinctly Southern musical accent, Blackberry Smoke, smoked Nashville’s Ryman Auditorium for two nights in February before jumping the pond.
Their latest album, You Hear Georgia, was produced by Dave Cobb in Nashville, and hit the top of the Billboard Americana/Folk chart when it was released in mid-2021. PG’s John Bohlinger caught up with guitarists Charlie Starr and Paul Jackson before their sold-out show at the Ryman to run down their ever-expanding universe of gear.
Brought to you by D’Addario XS Strings.
Battered, Not Fried
This 1956 Gibson Les Paul Junior was professionally refinished in the ’70s, but Charlie Starr has put some serious miles on this one-pickup wonder. The battered badass with a dog ear P-90 and all his electrics are strung with D’Addario XL Nickel Wound strings, .010–.046. He uses InTuneGP Heavy picks and a ceramic Charlie Starr Signature Osanippa Creek Slide.
Like Ernest Tubb and other guitarists from the classic annals of entertainment, Starr has a greeting on the back of his ’56 Junior for the fans.
For some semi-hollow tone and feel, Starr goes with his stock 1964 Gibson ES-335 in Cherry Red with a Bigsby. The guitar belonged to a friend’s grandfather, and when Starr acquired it, he says, “It had gouges at the C, G, and D,” positioning his hand over the open chord shapes. He had it re-fretted by Stan Williams in Georgia, who told Starr, “This guitar looks like it's been sitting outside in a barn since 1964. And I don't know how the dude was able to get a bird to shit inside that f-hole.”
Starr maintains that this 1965 Fender Esquire in factory black, like his other single pickup guitars, sounds larger than most as there are less magnets interfering with the string vibration. He adds, “I’m told that it’s a physics thing. And I’m a physicist, so I subscribe to that theory.”
The Rest of the Best
Here are the Starr's other main stage rides (clockwise from the top left): a 1956 Gibson Les Paul Jr., a 1963 Fender Esquire, a Fender American Nashville B-Bender Telecaster, and a 1964 Gibson SG Jr..
“This is on all the time,” Starr says of his Echopark Vibramatic 23, which he pairs with a tall cab. “It's basically a tweed Deluxe, and it adds that 6V6 creamy sweetness all the time.” The maker of Blackberry Smoke’s 50-watt Germino heads, Greg Germino, personally recommended this Germino Lead 55LV (left) to Starr, and is paired with a 4x12 cab. And the other Germino is a Master Model 50.
Charlie Starr's Pedalboard
Starr’s pedalboard features a Cry Baby Wah, a PCE-FX Aluminum Falcon Klon clone, an Analog Man Sun Face, Chase Tone Secret Preamp—“a preamp that accidentally made everyone’s signal a little sweeter,”—Wampler Faux Tape Echo, Fulltone Supa-Trem, DryBell Vibe Machine, Analog Man-modded MXR Phase 45, and a Polytune 3. XTS XAct Tone Solutions supplies the juice. Starr tapes a few of the pedals’ knobs to make sure his settings don’t go missing in action.
Paul Jackson's Ol’ Reliable
Paul Jackson’s number one is his 1979 Les Paul, which has been modded with a Seymour Duncan ’59 neck pickup and a Pearly Gates bridge pickup. He says he got it at a Guitar Center in Atlanta about 18 years ago—it also sports Dickey Betts’ autograph. Jackson strings this and all his electrics with D’Addario .010-.046s.
This black Gibson SG Standard—one of Jackson’s pair of SGs—was a gift from Frank Hannon of the band Tesla, who signed the back of it.
Keep It Together
Jackson’s Martin D-28 currently has gaffer tape holding down its binding.
The other three touring staples for Jackson include a 1978 ES-335, a 40th Anniversary Les Paul Ebony 1991, and a 1998 Gibson SG Les Paul Custom Shop Historic.
De-Modded For Classic Tones
One of the two amps Jackson tours with is a pre-’85 Marshall JCM800 50-watt with a stock 4x12 cab. You’ll see it has a sticker that says “Paul Jackson Mod”—he had it modded at one point, but later took it to Andrews Amp Lab in Atlanta to have them “turn it back into a Marshall.” Along with the Marshall, Jackson’s Vox AC30 is on “all the time.”
Paul Jackson's Pedalboard
Jackson and Starr’s pedalboards have more than a few things in common—Jackson’s also equips his with a Cry Baby Wah, Wampler Faux Tape Echo, and a PCE-FX Aluminum Falcon Klon clone—although Jackson’s is an Aluminum Falcon III. Other pedals on his board include a Radial Twin-City ABY Amp Switcher, JHS 3 Series Reverb, MXR EVH Phase 90, Way Huge Overrated Special Overdrive, and an Ibanez Mini Tube Screamer. Power comes from a Truetone power supply. Of the EVH Phaser, Jackson says, “If you don’t know what you’re doing, hit the phase pedal. nobody will ever know.”
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David Lindley: 1944—2023
The great multi-instrumentalist, world music pioneer, and larger-than-life personality is warmly remembered by his friend, veteran music journalist and musician Dan Forte.
People often ask me, “Who was the best musician you ever met?” or, “Who was your favorite interviewee?” I always say David Lindley and David Lindley. Across 47 years and some 1,000-plus interviews, with such fascinating subjects as Frank Zappa and George Harrison and master musicians the caliber of Stéphane Grappelli and James Jamerson, Lindley takes the cake.
Have you ever been too depressed to cry? That’s been my condition since hearing that Lindley died on the morning of March 3 due to complications with long Covid. I did nine articles on David and interviewed him several times more. In the grand scheme of things, it’s very rare for a writer and artist to become friends and have a relationship beyond the interview. But there was a connection from our first meeting, and I was lucky enough to spend quality, “off the clock” time with David.
I’ve been asked to share a few stories about Lindley … not to make it all about Me, but to illustrate what kind of person, as well as musician, he was.
In 1967, I saw the man in Kaleidoscope, arguably the first “world music” rock band, decades before the term was coined. They played an “Electric Band Session” as part of the Berkeley Folk Music Festival. I was not quite 14. Practically every member of the group was a multi-instrumentalist, and David even brought his huge Gibson harp guitar (an early-20th Century Style U) on the road. At one point they’d gotten themselves situated with their chosen instruments when, just before the downbeat, some fan hollered, “Louisiana Man!” They paused, looked at each, and then started exchanging instruments while the crowd laughed. They proceeded to peel off a terrific rendition of Doug Kershaw’s Cajun classic.
Decades later, I interviewed Ben Harper, who was a neighbor of the Lindleys growing up in Claremont, California. He’s about 15 years younger than I am, and when I told him I’d seen the band, we got into a “No way!” “Way!” exchange à la Wayne’s World.
I first interviewed Lindley in 1977, after a United Farm Workers benefit with Jackson Browne and Warren Zevon. Riding to the hotel with Lindley and Zevon, their back-and-forth had me laughing all the way, including a battle of the Long John Silvers: Robert Newton versus Wallace Beery.
Completing the interview a month later at his home, David allowed me into the “inner sanctum,” where instruments took nearly all floor and wall space—guitars, steels, banjos, mandolins, fiddles, viola de gamba, saz, tar, cümbüş, the Gibson harp guitar, and more. Regarding his approach to disparate instruments, he said, “You know how an ant can taste and hear and smell with one organ—this all-encompassing feeler? That’s more what it’s like … being an ant.”
Blurring lines between traditional and iconoclastic, he studied, investigated, incorporated, and became a prominent voice in styles spanning the globe, on more instruments than even he knew. He said, “I played all kinds of things which were ‘not played’ on guitar.” This included bowing an electric guitar. He laughed, “And it wasn’t Jimmy Page.”
David Lindley lays into a vintage Silvertone. Dan Forte recalls, “He was the first guy I saw in a major act playing Silvertone amp-in-case models or a Dan Armstrong London with two sliding pickups—extracting killer tones—leading me down a rabbit-hole hunt for Goyas and Zim-Gars.”
Photo by Ebet Roberts
In the process, he expanded the parameters of popular music, stylistically and instrumentally, to a degree that precious few can claim.
His inspiration for taking up lap steel was the late bluesman Freddie Roulette. But of influences on the instrument, he said, “I’m basically a sax player”— naming King Curtis, Junior Walker, and David Sanborn.
Obituaries lump him in with soft rock, which was true of much of his ’70s work. But the highlights of countless Jackson Browne concerts were Lindley’s incandescent lap-steel solos on “Doctor My Eyes” and “Running on Empty.” And his performances were also an indelible part of hits by Linda Ronstadt, Rod Stewart, Zevon, Dolly Parton, and many more.
When it finally came time for a solo album, 1981’s El Rayo-X defied and exceeded all expectations. It was mature, fully realized, and original; eclectic but cohesive. Rather than present a Whitman’s sampler of various styles, he said, “I wanted to have a coherent theme to the whole thing.
“You know how an ant can taste and hear and smell with one organ—this all-encompassing feeler? That’s more what it’s like … being an ant.”—David Lindley
His associates were eager to sing his praises, and I was able to interview several. Booker T. Jones said, “He’s the one who makes the band go,” while Ry Cooder declared, “He has the sensitivity that allows him to grasp what the hell is going on.”
Graham Nash described a session with Lindley on fiddle: “I said, ‘I’d like you to stand on the street corner and play like an old bum.’ And he said, ‘Boy, that’s real easy for me.’”
Ronstadt offered, “He just instinctively gravitates towards something that is extremely high-quality and has integrity in whatever art form he’s contemplating—which is a lovely thing to have.”
Although Lindley supports Jackson Browne on round-neck guitar here, the highlights of countless Browne concerts were Lindley’s incandescent lap-steel solos on “Doctor My Eyes” and “Running on Empty.”
Photo by Ebet Roberts
And Browne stated, “I can’t even call it ‘my music’ when I think about David, because he’s such an integral part of it."
The band David put together, also named El Rayo-X, was without question one of the top five live bands I ever saw. And I saw Jimi Hendrix twice! Mr. Dave had me open for them in 1981, when my surf combo Cowabunga had only done three gigs. But I got to actually play with David in ’98, as part of the Festival d'été de Québec City’s “guitar summit,” featuring Martin Simpson, Bob Brozman, percussionist Wally Ingram, and Lindley on acoustic Hawaiian Weissenborn slide. During a mini-rehearsal, I’m guessing he could sense that I was nervous. (Wouldn’t you be?) But he put me at ease, and wanted to give me a chunk of the spotlight. I asked him if he still did “Brother John,” the Wild Tchoupitoulas song. I had a second line take on “Limbo Rock,” so we stitched them together. Somewhere during my solo, I quoted War’s “Low Rider,” and Lindley was on it in a millisecond.
Things That Lindley Fans Might Not Know About Him
• Correlating his musical aptitude and high school track career, he said, “I could run hurdles the first time—I knew what I was doing. So, they put me in the 120 low hurdles.”
• Also, during high school, he played flamenco in a guitar duo.
• The bane of Lindley’s existence was that loud knock from housekeeping—despite threatening signs he affixed to hotel doors. As good as he was with voices, his impersonation of a mad dog just inside the door was so convincing, the next sound was that of the maid running for dear life.
• He was a great cartoonist, illustrating his solo CDs with comical self-portraits.
• David once mentioned that Peter Lewis of Moby Grape was his cousin. I said, “Isn’t he Loretta Young’s son?” “Yep.” “So, Loretta Young is your aunt?” It’s true: Lindley was part of the same gene pool as the epitome of Hollywood glamor.
• At a time when female producers were extremely rare, he asked Ronstadt to helm his fourth solo album, Very Greasy.
• He was an expert marksman and archer.
• He and guitarist/producer Henry Kaiser traveled to Madagascar to record the acclaimed A World Out of Time albums with indigenous musicians, resulting in considerable income for the Malagasy players and citizens.
I’ve always been fascinated with the so-called “zone” musicians sometimes achieve, like a basketball player with a hot hand, when you play something you didn’t know you could. It doesn’t require virtuosity, but the chances for someone with Lindley’s talent surely improves the odds. He described the sort of out-of-body experience. “I fail a lot. When that happens, that’s when you have to fall back on all the mechanical stuff and technique,” he told me in 2006. But being in the zone, he said, was like watching himself from three feet away.
“The bane of Lindley’s existence was that loud knock from housekeeping. His impersonation of a mad dog just inside the door was so convincing, the next sound was that of the maid running for dear life.”
I’ve thought about what influence, if any, David had on me. Not as a guitarist, really, because I can’t play like him; no one can. But he was the first guy I saw in a major act playing Silvertone amp-in-case models or a Dan Armstrong London with two sliding pickups— extracting killer tones—leading me down a rabbit-hole hunt for Goyas and Zim-Gars. He even gave me my pen- and stage-name, Teisco Del Rey. Then there was his clothes. Need I say more?
He was a serious musician not taking himself too seriously. He didn’t hide his wacky sense of humor in order to make music of the highest order. That’s the dichotomy. He wrote songs like “Sport Utility Suck,” “Cat Food Sandwiches,” and “When a Guy Gets Boobs,” and told hilarious stories onstage. He led audiences in singalongs to Frizz Fuller’s “Tiki Torches at Twilight.” So, you’d see this leprechaun in garish polyester, talking about Krispy Kreme donuts, and then he’d play something beautiful like his “Quarter of a Man” or something biting like "Revenge Will Come” [for every child kept down].
He gave me permission to display all sides of my personality, and you have that permission too. We have him to thank for that and so much more.