"Nine times out of ten, the advertising message made more sense to the client than the consumer."
From Wizard Academy Grad- Mick Torbay
In the radio industry, we are guilty as charged. The focus of most advertising is on the client with their fast fair and friendly staff or their pathetic product line or their claim of "giving great service for over 67 years." Who really cares? Not the consumer and certainly not Broca’s area of the brain that hears all that drivel and blocks it from entering the brain.
To get past the gatekeeper, your ads must focus on the one thing consumers care about, themselves. If your ad answers the question, "what’s in it for them?" then your ad has a much higher chance of working. If you are an advertiser, get to it and get it fixed today.