How to make advertising actually work?

If you're looking for a way to make your ads more effective and actually attract more clients — keep reading.

I clearly remember the first ad I ever had to write. It was pure agony.

I got the assignment right after finishing my business degree — three years of economics, marketing, and sales. We analyzed global corporations, but when it came time to create an ad for a small local business… I froze. I stared at a blank screen feeling completely lost.

Why most ads don’t work

I went searching for a formula that actually works.

Some experts said to use cute animals, others said to avoid them. Some said to repeat your message, others said that’s a mistake.

The deadline was approaching, so I copied what competitors were doing — tweaked a few words, and launched the ad.

A few days later, I asked my boss if we’d gotten any results.

“Results? What do you mean?” he asked.“Well… did anyone call? Buy something?”“No, Arno. This is branding. The ad is for awareness.”

I pretended to understand. But I didn’t. I had no idea how that was supposed to sell anything.

Now, nearly 20 years later, I know — he was lying. He didn’t know what he was doing either.

How to know if your marketing actually works

When we spend money, we expect value in return. The same should apply to marketing.

Yet instead of clear results, we often hear vague phrases like:– “It’s for brand awareness.”– “We’re staying top of mind.”– “We’re strengthening our positioning.”

Sounds smart. Means nothing.

The truth is simple:

Most businesses waste at least half of their marketing budget.

For me — that’s unacceptable.

What I did differently (and what you can do too)

I made it my mission to understand what really works.There is a formula — but finding it took years of testing.

Here’s one key principle you can apply right now:

“What gets measured, gets improved.”

Want better ads? Make them measurable.

Every ad should drive a clear action: call, message, or sign up.Then — track that action like a hawk.

Measurement allows you to test, compare, and improve.When I work with clients, I use one rule:

“Every ad must be measurable. No exceptions.”

No empty phrases. No guessing.Just real, measurable results.

It works for every business — including yours.

Want to see how? Let’s talk.