Your ad’s purpose should not be to build your brand. It should not be to sell your product or service.
The purpose of your ad should be to generate response. You want your ad to get you new prospects or get people to raise their hand to doing business with you.
Take a look at the newspaper. Most ads are brand building ads. The company name is large and at the top. There are some bullets points, some other copy and some contact info.
What is usually missing from these ads is the compelling reason to call. The ads are not targeted to a specific audience and are instead general in their reach thereby attracting few or often times no one.
Before creating your ad or even selecting the media, know who you are trying to reach. Figure out who that person is in detail. Then develop your message as if you are speaking directly to that person.