When I look at real estate ads, I often find them full of words and information that may be pertinent, but does not engage the onlooker to know more. We refer to them as head shots and house shots, and pardon me if I offend, they are boring. None of them capture the essence or the feeling of the home that is being sold.
The ads that speak to us capture a sense of the lifestyle and what it would be like to live there. One of our client's photographers captured a photo of the back deck's view of the ocean at sunset with a fire pit glowing of a newly listed home. That photo on a postcard generated many calls and led to its sale. Those interested wanted to live there...
I noticed this ad (pictured above) yesterday in Vanity Fair that caught my attention. It was brief and to the point (4 words). It engages the onloooker's imagination rather than give you reasons to buy, or the details or virtues of this particular beer.
"The most valuable of all talents is that of never using two words when one will do." ~Thomas Jefferson
If you can't explain it simply, you don't understand it well enough.