Quote from James A.Hart on July 16, 2025, 9:21 pm

In a world where attention is limited and competition is infinite, most ads fail for one simple reason: they’re boring.

They blend in. They look like every other ad. And worst of all, they say nothing new. This is what we call the “rice soup” problem—ads that have no flavor, no seasoning, just boiled rice and water.

Let’s break it down.

The News Feed Is a War Zone

When you run an ad on Facebook, you’re not just competing with other marketers. You’re competing with:

• Netflix
• YouTube videos
• Podcasts
• Viral TikToks
• Group chats
• Emails
• Notifications
• And 42 browser tabs

Before someone even sees your ad, their brain is already overloaded. They’re scrolling fast, and anything that looks generic is ignored by default.

The Harsh Truth: No One Owes You Attention

No one scrolls through social media looking for your offer.

That’s why your ad has to hijack attention—not wait for it.

Attention is not earned politely. It’s stolen with pattern interrupts, bold visuals, strong hooks, and emotional impact. Once you have attention, then—and only then—can you earn the right to keep it with actual value.

So Why Do Most Ads Fail?

1. They look like ads. People scroll faster when they spot something that feels “sponsored.”
2. They speak in corporate language. Nobody wants another “premium solution for modern business challenges.”
3. They try to please everyone. And end up standing for nothing.
4. They focus on the product, not the reader. People don’t care what you sell—until they feel you understand their problem.

How to Fix It

If your ads feel like rice soup, here’s how to bring the flavor:

• Be polarizing. Don’t try to be liked by everyone. Take a stand. Speak directly to your ideal customer—even if it turns others away.
• Use curiosity and novelty. Great ads make people stop and say, “Wait, what is this?”
• Match the platform. Your ad shouldn’t scream “ad.” Make it native. Make it look like organic content.
• Speak like a human. Ditch the jargon. Write like you’re talking to a friend.

One Principle to Remember

“Being all things to all people is the fastest way to become invisible.”

In 2025, visibility is everything. And if your ad doesn’t grab attention in the first few seconds, it’s gone.

So the next time you’re writing an ad, ask yourself honestly:
Is this rice soup?
Or is this something people actually want to stop and consume?