In my 30 years as an ad writer, I’ve come to the conclusion that most people believe that everyone else thinks like they do. This has led to more disasters in advertising than you can possibly imagine.
Think about your business, the thing you do for a living.
Here is my promise: you can be certain that people outside your business DON’T think about it like you do.
Consequently, you are uniquely unqualified to write ads for your business. You know too much about it. More importantly, you care too much about it. This causes you to assume that everyone else cares, or should care as much as you do.
But they don’t. So do the right thing; hire an experienced professional to craft your ads for you.
Roy H. Williams, The Wizard of Ads