It’s taken me 22 years to realize the key to effective advertising…

Don’t make it look like an ad.

When you think of ads, you don’t think of:

-vertical video.

-being sent to a news site (instead of an advertiser’s sure.

-vulnerable moments from a WHY story.

-amateur production quality.

-personal branding.

-educational material.

-stuff your friends share.

-saying thank you.

Ads suck, they don’t won’t— you and I are too smart to click on them.

So don’t make anything that looks like an ad— but do spend money to get your messages seen!

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