04/07/2026
A good ad does three things:
1. Grabs your attention
2. Creates Desire
3. Removes doubt
If you can’t grab someone’s attention, nothing else in the ad matters because the viewer already tuned out or swiped away.
Generating desire comes from either targeting something the viewer wants (ex. “This process helped (x) generate an extra $10,000 last month”) or a solution to a problem they are having (“This clears your skin in 2 weeks without harsh chemicals.”)
And removing doubt by providing proof or evidence that your claims are actually true. Providing case studies, before and after examples, data, testimonials. The viewer doesn’t just need to hear “this could work for you”, but they need to SEE for themselves that it’s already worked for others and it can work for them as well.
If you can’t nail all three of these effectively in your ads, the likelihood of them performing the way they could be is pretty slim.