There’s a video in this post so it may be better to read it here: http://http://oneloosetooth.com/blog/mass-adverting
It’s so tempting to write ads that everyone will understand.
There’s less resistance to publishing bland ads for our services because logic says if we have the attention of everyone, we’re bound to reach someone.
We’re also more inclined to select the less offensive, safer, run-of-the-mill presentations rather than take a risk (however slight that risk may be); this is especially true when our names are attached to the project.
Defaulting to anonymous is less risky – the win-win is to take credit after a campaign’s success and pass the blame when one fails.
Marketing doesn’t work that way. Ads for everyone will ultimately touch no one while ads that echo our own beliefs work.