Whether it’s internet adds, offline ads, or business cards you need compelling ad copy to draw in prospective customers.  A logo, catch phrase, and your photo aren’t enough to draw most people into your marketing web of profits.  All customers are thinking one thing.  What’s in it for me?  They could care less about your business because all they care about is themselves so you need to play upon that selfishness.  You need a powerful statement to magnetize your product or service along with hitting emotions in them so they’re exited about buying from you.  There needs to be a call to action culled from a belief they really need your product, or service to fulfill an aspect of their life in some way.