Ads should be your best content

Ads should be your best content.

Instead, they’re usually the worst.

An ad should not be:

• They sell blindly vs first giving value
• The visuals are low-effort vs good quality
• They spend relational equity vs build it
• They’re board vs targeted to a chosen few
• They have no personality
• They’re not memorable nor remarkable
• They lead to boring sales pages

And yet companies expect to generate business with them.

Let’s reconsider what an ad is.

An ad should be:

• An invitation to a great experience
• Some of your very best work
• Filled to the brim with value
• The first step of a multi-step experience
• An opportunity to discover
• High quality in the eyes of the viewer
• So good that people share it with others
• Thoughtfully assembled for a chosen few

I go into more detail on this in The Productoon Newsletter this week. Check it out!