If your consumers start reading your ads simply because they find them interesting, you’re going to do okay in this game.
Always try to remember this.
It what makes OK copy, fantastic copy.
It makes the difference between an average campaign and a through the roof campaign.
Because it's when you "educate and entertain" - your customer takes notice, starts talking about you - and that is when great marketing starts to work.
The message starts spreading, people start talking about you.
Keep their eyes open for the next nugget.
And then, when they are ready, they buy - and the journey begins.
But that's another story.
And until then, remember now is the time to start Doing it Differently!