It’s happened to everyone. I can guarantee it’s happened to you within the last 24 hours.

What happened? You were exposed to some type of advertisement—and when it was over, the message of who ran the ad was gone. Maybe you remember the offer. You may even remember the funny line or catch phrase the announcer said. But the company that ran the advertisement escaped your mind within seconds of its completion.

We could talk about the reasons this happens in ads: production quality, copywriting, or even what media is used, and all would be valid points, but the area that matters in terms of advertising is your message.

For example, the name of your business is not “$199 a month,” so it should not be the root of your message. Would you introduce yourself to someone you’re meeting for the first time by saying, “Hi! My name is $199 a month”?

No—of course you wouldn’t.

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