Forget TL;DR — it’s TB;DC you gotta worry about!
The art of ad writing requires the creation of ads that work even for an audience that’s half-paying attention.
Ever heard the phrase: “Don’t know what you’ve got, ‘till it’s gone”? Reinforce the right stuff, and you’ll get more of it. It’s a natural law of the universe.
Normally, when a business falls short, customers are merely disappointed or frustrated. Not so with relational customers and businesses to which they’ve bonded.
Imagine somebody wants to document your (presumably) unique company culture. You invite her to one of your morning meetings. Now, does her observation confirm or contradict your ads?
When almost no one is in the market for what you sell — i.e., when it’s slow season — then almost no one is searching on relevant keywords.