Not long ago, I wrote about how advertising works. I used the analogy of a boy at a middle school dance who has spent absurd amounts of time making himself look great, but none into asking anyone to dance.

That post covered the need for an ad to inspire action. This month, let’s look at how to do that, and the big mistake that great ads never make.

(Note: When I talk about ads, I’m talking about websites, print ads, TV ads, fundraising letters… everything. This has very broad applications.)

Everyone is selfish. It’s a fact. When faced with a spending decision, we’re out to get the most benefit we can. Ignoring this simple fact is one of the most common mistakes made in advertising.

Many ads simply display a brand and look nice. Some ask the reader to buy, which is a major step up from just showing off how great you look. But, it’s not enough. Such an ad is being selfish while forgetting that the reader is also selfish.

What’s in it for them?
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