If you’re looking for a way to make your ads more effective, capture more attention, and get more clients… this article will show you exactly that.

There was a time I had no idea about marketing. I didn’t understand how much of a science it really is. And let’s be honest, this is the case for most people—even those in "big-boss positions" at big companies.

One of the first lessons I learned about marketing actually came through a story my mentor shared.

Actually, a LOT of what he taught came through stories, and that's good, because it really helps you understand and remember the lesson.

He talked about the first ad he ever wrote, and the challenges that came with it. In his words, here's how it went:

"I vividly remember sitting down to write my first ad. I hated every second of it. Every single word felt like a struggle.

You know what the worst part was? My boss gave me the task because I had just graduated after three years in business school, with a major in marketing and sales. I had spent countless hours analyzing the biggest and most successful companies in the world. But when it came time to actually write an ad for our local business? I had no clue where to start.

Staring at that blank page, I felt completely out of my depth. And the longer I sat there, the more inadequate I felt.

The Secret Reason Why Most Ads Don’t Perform

So, what did I do? I turned to research. I figured there had to be some kind of formula. But instead of finding clarity, I got contradictions.

One article said to use a cute baby animal in the ad. Another said that was too unprofessional. Some sources said to repeat the message over and over. Others said repetition annoyed customers.

With the deadline looming, I took the shortcut most people take—I looked at our competitors' ads, copied their general idea, and made a few tweaks so it wouldn’t look like I’d blatantly stolen it.

When I showed it to my boss, he said it was fine, and we ran the ad.

A few days later, I asked him how the ad had performed.

‘What do you mean by “performed”?’ he asked, genuinely confused.

‘You know… did it get us any sales? Did people call in?’

He smiled, leaned back in his chair, and said, ‘Oh no, no, no, this ad isn’t about sales. It’s about brand name recognition. Top-of-mind awareness. It’s all about branding, you know?’

I nodded and played along. But inside, I was baffled. None of what he said made any sense to me. And now, years later, I’ve realized something:

I was lying to my boss when I said I understood. But he was also lying to me—because he didn’t know what he was talking about either."

Hearing this story from my mentor opened my eyes to one of the biggest mistakes businesses make:

running ads without clear, measurable goals.

He went on to tell me how he changed his approach entirely.

"When I started my own business, I approached marketing the same way I approached any other expense—I wanted results. But instead of clear outcomes, I was met with a mess of jargon.

Phrases like:

• “This ad is for brand name recognition.”

• “We’re focusing on top-of-mind awareness in our market.”

• “This campaign is designed to strengthen our branding and positioning.”

These explanations often came with a condescending tone, as if asking for tangible results was somehow naïve.

But here’s the harsh truth:

Most businesses waste at least half of their marketing budget—sometimes even more.

That didn’t sit well with me.

How I Stopped Throwing Money Away

...And How You Can Do the Same

I made it my mission to figure out what really worked in marketing. I wanted a system—an approach that produced measurable, consistent results.

The good news? I found one.

The bad news? It took years of study, trial and error, and piecing together countless lessons to uncover it.

If I were to break down everything I learned, we’d be here for weeks. So instead, let me share one of the most impactful shortcuts I discovered:

Pearson’s Law:
“What is measured, improves.”

If you want to instantly improve your ads, make them measurable. Add a clear response mechanism—a call to action that asks your audience to take a specific step. Whether it’s clicking a link, calling a number, or filling out a form, the key is to track that action closely.

Once you have data, you can test, adjust, and improve.

The Rule I Live By for Every Ad

Whenever I work with a client, I start with one simple principle:

“Every ad must be measurable. No exceptions.”

No more fluff. No more vague marketing talk. Just solid, tangible results you can track and optimize."

There you go.

This lesson alone is enough to entirely revamp a company's marketing, and bring it to life.

Even better, this approach works for any business, and it can work for yours too.
If you’d like to see how, let’s connect and make it happen.