The best ad is the one that tells the prospect why they should buy the product.
It's that simple.
Then why is it so hard? Why is it so rare?
Because knowing why your prospect should buy your product requires knowing:
- Who your prospect is
- What they like
- What they buy
- What they think about your product
- What they think about your competitors
- What they know about your industry
- What makes your product unique
- What makes your product interesting
- What makes your competitor's product interesting
- What makes your competitor's product unique
- and on and on and on and on...
So why is it so hard to do good advertising? Because doing the obvious requires doing a whole lot of thinking. And a whole heck of a lot of creativity.
And that's hard.
"I have decided that picking out the obvious thing presupposes analysis, and analysis presupposes thinking, and I guess Professor Zueblin is right when he says that thinking is the hardest work many people ever have to do, and they don’t like to do any more of it than they can help." — Obvious Adams