Have you ever seen an ad and thought, “I don’t even know what they’re trying to say…”

Yeah. So has everyone else.

Most people think the key to a good promotion is clever writing, flashy visuals, or packing as many buzzwords as possible.

But none of that matters if the core idea doesn’t hit.

You can always polish your wording. You can always clean up the design.

But if what you’re offering doesn’t land right away with the person seeing it… it won’t matter how well it’s packaged. They’ll scroll right past.

There’s one simple test that can reveal if what you’re putting out actually works, before you spend a cent on ads.

And once you know what to look for, it’s obvious why some messages stick, and others don’t.

Let’s dig into it.

The Big Idea >>> Words and Design You Use

Before you write a single word of copy… Before you open Canva… Before you brainstorm emojis, edit a video, or argue over font choices…

You need to know if your core message, the central idea behind your ad, email, landing page, or offer, actually stands on its own.

Because if that idea doesn’t grab someone immediately, all the polishing in the world won’t fix it.

Here’s the test:

Say your core message — your value prop, offer, or pitch — to a stranger.

No visuals. No context. Just the raw sentence.

Now watch their reaction.

Do they lean in and say “Oh really?” or “Tell me more”? Or do they nod politely and then change the subject?

That single reaction tells you everything.

But What Is a Strong Idea?

Here’s the part most marketers fumble.

They confuse “a lot of words” with a strong idea. Or clever phrasing. Or creative angles. Or (god help us) “brand personality.”

But at the heart of every winning campaign, whether it’s a single billboard or a 47-email funnel, is a message so good, so resonant, that even a clunky version could convert.

A weak idea dressed up in clever copy is still a weak idea.

But a strong idea in plain clothes? That sells.

Let’s play this out.

❌ “Discover the revolutionary new paradigm for inbox excellence…”

✅ “We’ll sort your emails and get rid of spam in one click.”

One sounds cool. One gets clicks.

How to Know You Have a Solid Core Idea

Here are 3 sanity-check questions that work almost every time:

1. Would someone tell a friend about this?

Would a real human being, upon hearing your offer, say:

“Oh! That’s actually really interesting…”

If not, your idea is probably too weak or too complicated.

2. Does it solve something felt?

People don’t buy solutions to abstract problems. They buy relief. Advantage. Security. Status. If your message doesn’t clearly tie to a human desire, it won’t stick.

3. Could a 12-year-old explain it back to you?

This is a version of the Feynman technique.

If a kid can’t understand what your business does (and why it matters)… you’re not being clear enough.

Ad Breakdowns

1. Storyville – Personalized Bedtime Stories for Kids

❌ BAD VERSION:

“Explore the next frontier of AI-driven narrative generation for child development enhancement!”

What’s wrong here:

• Feels like it was written for a funding pitch, not a parent.
• The core idea is buried in jargon.
• It’s clever-sounding but emotionally flat — it doesn’t speak to an exhausted parent who just wants their kid to wind down.

✅ GOOD VERSION:

“Personalized bedtime stories for your kids.”

“Create personalized children’s stories using the magic of AI. Ignite imagination and instill valuable lessons through stories tailored to your child’s interests.”

Why it works:

• Immediately answers the question: “What’s in it for me?”
• No jargon. No clever distractions. Just a simple benefit that resonates with parents.

Takeaway:

This proves you don’t need to be flashy — just clear.

You could write this idea on a sticky note and it would still sell.

2. Vert Shock – Dunk Like a Total Badass

❌ BAD VERSION:

“Revolutionize your lower body kinetic output with our elite biomechanical elevation protocol.”

What’s wrong here:

• Sounds like it was written by a robot trying to impress a biomechanics professor.
• Doesn’t actually promise anything exciting in a way the audience cares about.
• If you showed this to a high school athlete, they’d laugh and close the tab.

✅ GOOD VERSION:

“FINALLY DUNK LIKE A TOTAL BADASS…”

“The ONLY Proven 3-Step Jump Training Program That Adds AT LEAST 9 – 15+ Inches To Your Vertical Jump… In Less Than 8 Weeks.”

Why it works:

• Speaks directly to a burning desire (to dunk).
• Bold, clear, and specific.
• The curiosity line — “The ‘Dirty Secret’ Behind the World’s Top Dunker…” — hooks without overexplaining.

🟡 Takeaway:

This message is loud because it knows exactly who it’s talking to.

No fluff. No filler. Just a high-impact promise backed by specificity.

3. Rolls-Royce – “At 60 Miles an Hour…”

❌ BAD VERSION:

“Introducing a flagship luxury sedan featuring cutting-edge engineering, bespoke craftsmanship, and timeless sophistication.”

What’s wrong here:

• It’s technically accurate… but emotionally dead.
• Could apply to any car brand claiming to be premium.
• Doesn’t actually say anything memorable or tangible.

✅ GOOD VERSION (Live Ad):

“At 60 miles an hour, the loudest noise in this new Rolls-Royce comes from the electric clock.”

Why it works:

• One specific, surprising fact that speaks volumes about quality.
• Doesn’t rely on cliché words like “luxury” or “craftsmanship”, it proves it in one line.
• Lets the reader connect the dots on what that means (silence, smoothness, excellence).

Takeaway:

The best part of this line? You can’t “unsee” it.

Once it’s in your head, every other car feels loud. That’s the power of a sharp idea.

Final Thoughts

Each of these “bad” examples had access to the same source idea as the good ones.

The only difference was the way the message was shaped.

When you:

• Say too much → You confuse.
• Say too little → You lose impact.
• Say it fancy → You might sound smart, but they won’t buy.
• Say it clearly and emotionally → You win.

A good idea, stated clearly, will always outperform a clever-sounding one that says nothing.

Want Help Making Your Message Hit?

If you want help tightening your core idea, clarifying your offer, or building marketing that actually gets attention and drives sales…

Book a call with Purple Bunny Marketing.

We’ll look at what you’re putting out and show you how to make it land better with the right people.