Ads are generally not as effective as they used to be.

And this article explains why.

To save time for those of you who don't like reading even short articles, the issue boils down to writing.

There are now more than 142,000,000 adults 40 and older in the US compared to 91,000,000 under 40, yet the vast majority of ads are created by, and written for, younger brains.

Younger brains tend to be more objective, more left brain oriented; older brains more subjective, more right brain oriented.

Younger brains lean towards data and consensus, older brains lean more towards emotion and deep personal connections to one's own experiences.

What we have here is a failure to communicate.

ps. On Tuesday, I'll show you 3 spots that are terrific examples of connecting emotionally.