It’s easy to make an ad that flatters the client. Just talk about the things they’re proud of, and you’re sure to build trust and make them feel you’re on their team. In other words, talk about what the client cares about, but not about what their customer cares about.
The reason clients care about this is that it flatters the client, and from their point of view, that should sell. Because clients routinely think that all that’s required is that consumers know about them and how good they are.
Local ads are borne of agencies that feed the myth that customers care about how good you think you are. But good agencies — agencies that are really effective, know that it’s about the audience benefit. And everything a company says about itself should help people understand the value that they provide.
If you realize this truth, you start writing ads that work, because they’re ads about the customer, not about the company.