A common mistake you may be making in your advertising: Using vague statements in an effort to please everyone (while connecting with no one).

When dealing with new clients, I often receive this comment back, "Oh, if we say that, it will turn off so and so."

Many people, when marketing their business, feel it's crucial they don't discourage "Mr. So-And-So" from buying from them. This is strange, because usually Mr. So-And-So is far from their ideal customer. Or he might make a fine customer, but he's not so near to buying as Mr. Prospect.

I recently wrote an advertorial directed at unemployed people. I found out that 80% of the people this agency attracts are immigrants. So in the headline we stated