Print advertising, especially in vertical trade publications, is a viable medium that many B2B  companies rely on for results. Regrettably, most ads don’t accomplish much. Often it’s because they don’t seem to know how to communicate with their audiences. What to say and what not to say. How to focus on one relevant idea. How to provide the right kind and right amount of corroboration. How to get professional skeptics not just to listen — but to believe. Here are fourteen points to keep in mind for your next print campaign.