Speaking to your audience.

One of the most effective ways to get people’s attention is to write a headline that basically says, “This ad is about you.”

Pr*tty

Bold color, good clean type, and a very identifiable scenario.

Sh*tty

Yes, I am tired of getting sick and wasting money. But no, heroin isn’t a problem for me (at least in the sense of a personal addiction). The design of this ad, on the other hand? Big problem. Huge.