When I was starting out in advertising, and desperately trying to get my portfolio together between spasms of employment in menial jobs, I hit upon a great test for evaluating my spec print ads. I was tired of listening to other people’s opinions. I wanted a job, fast.
The test was this: pretend you are a door-to-door salesman for this product. But you do not have the power of speech. But if you hold up this piece of paper, the person answering the door will not shut the door in your face. In fact they will ask you to come inside. That was the test. Crazy, perhaps, but it yielded some good stuff. I still use it.
Because the assumption that nobody cares is always a good one to make. Even if the product you are selling is interesting. Because you’re always fighting for attention. And that’s what great advertising gets you. People actually listen to what you have to say because you’re really interesting.
To truly get attention, you just have to be truly interesting. Not fake-pretend-advertising-interesting. Really, actually interesting.