So often advertisements try to gain attention with a crazy headline or a ‘cool’ photo that has nothing to do with the product or service. Instead, those ads should focus on explaining why someone needs their product or what their services are. Consumers can‘t be experts in everything­—when it comes to what you do, they are novices.The vast majority of consumers don’t understand your business category and probably never will. When guests arrive at my house, they are greeted by