Nigel Hollis:

Successful advertising rarely succeeds through argument or calls to action. Instead, it creates positive memories and feelings that influence our behavior over time to encourage us to buy something at a later date. No one likes to think that they are easily influenced. In fact, there is plenty of evidence to suggest that we respond negatively to naked attempts at persuasion.

This is why when companies get lazy, advertising fails. Advertising, at it’s core, is a method of telling a story – but too often companies are focused on getting someone to buy something. It’s is not a magic bullet, but a long-term effort to build a relationship with your audience.