Nate Tilley says most ads fail because they're all about the business instead of the viewer. Ads that don't create emotional resonance get scrolled past. The fix: make it about what your audience cares about, not what you want to sell.
The number one mistake that everyone makes when they run ads is they're not creating an emotional resonance or connection with their audience that allows them to actually stop scrolling. Okay? For example, a lot of advertisers are running ads, and it's all about me, me, me. As the business. Johnson and Johnson's is a great place to bring your family, and we've been in the community for 1952, and blah, blah, blah, blah, me, me, me, me, me. Okay? What does everybody care about? They don't care about you, you, you. They care about me, me, me.
