A good positioning strategy ensures identification of the correct target audience for your advertising, along with a listing of meaningful features and benefits. Communicate a simple, single message. People have trouble remembering someone's name, let alone a complicated ad message. For print ads, the simpler the headline, the better. Stick with a likable style.
Ads have personality and style.
Find a likable style and personality and stay with it for at least a year or more of ads. Changing ad styles and personality too often will confuse potential buyers. It also fights against memorability. Identifying and denigrating the competition should also be avoided. It is potentially confusing and distracting and may backfire on you by making buyers more loyal to competitive products, not less.