Start with this question: “who is your advertisement targeting?” Are you using your ads to show off the cool things about your business? Because that will get the attention of every potential customer, right? … wrong. Advertisements are for customers, and you get their attention when you provide value to them—show customers how they benefit from your business. When you’re the answer to customers’ problems, you make connections that last. Think of it this way, as mentioned in Seth Godin’s This Is Marketing, your customer is the hero. They’re the main character of their story, so your ad should be about them. Your business is simply the helper to the hero. Make the customer feel like they’re in the driver’s seat and be there to provide value when they need you.