My trick for writing/making ads (mostly GoogleAds, FB Posters etc) is to do the following litmus test: Let say I'm creating an advert for a 'Real Estate Agency

My trick for writing/making ads (mostly GoogleAds, FB Posters etc) is to do the following litmus test: Let say I'm creating an advert for a 'Real Estate Agency'. We will call it 'LINDEX', when I'm done with the text, visuals msg etc, I ask myself: Litmus Test: "If I exchange another company's name and logo (in the same sector) in the ad will it still make sense ? If the answer is yes, then I know my ad is TOO GENERIC/ LAME Example: "Real Estate Agency, "LINDEX" we give personal service and listen to the buyer and put you in your dream home." Now the above is way too generic if I replace our company 'LINDEX' with say "Tom & Jerry Agents" name and logo the ad will still make sense and is the same amount of boring to be honest. If I change the ad now to: "Real Estate Agency, 'LINDEX', the only agency that does a lifestyle assessment and put you with-in 10km of 80% of your monthly travel." Now that is 'unique`ish' and no other agency can just copy our ad and replace it with their name + logo Tip 2: I saw it on some Youtube video and If I recall the Youtuber got the idea/tip from his graphic design mentor. I"m not doing the explanation justice but I will try. When creating posters/ads: Remember the rule of 3. You should have 3 different 'levels of read' (text+intensity) Example of a "good" poster about a Jazz Festival: I'm using HTML convention to illustrate text size + intensity. * = h1 * = h2 * = h3 * JAZZ MUSICAL * * LIVE CONCERT * <pictures/visual> * WHEN: 30th of Feb at PowerRanger Stadium ** <pictures/visual> ** Tickets are $100 and children under 12 is free ** Explanation: The first and foremost text "JAZZ MUSICAL LIVE CONCERT" is aimed at drawing the attention of anyone interested in JAZZ and has the most intensity/size. You should not be able to read the H2/H3 (When/Where/Costs/Details) from far away.. Once we got the Jazz enthusiast hooked and they see the poster and start to walk towards it. Only then will they see the H2 and H3 text,"When/Where" and how much. The customer should first be filtered through the H1 as a Jazz-Lover of sorts... The point is there is no use to focus the attention(use up poster-real-estate) on the When/Where/Cost if we haven't first filtered out the "Non-Jazz-People" PS. All companies, names and examples are fake :) Bonus Tip: Funny sells: but you are probably way less funnier than you think to a broader semi-unknown audience.