Advertising must also be credible, unique, and memorable in order to work. And finally, enough money must be spent to provide a media schedule for ad frequency, the most important element for ad memorability. 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, to avoid confusing buyers. 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 competitors. Ask for the sale. Make sure the ad looks professional.