Rule #1: Show the product.

After all, that's what its all about. Show what you're selling. And the bigger the better.

mona lisa holding a milk carton

And while you're at it, get rid of the question. People don't want to be left wondering. They want to know!

There. See the difference? Isn't it beginning to make the ad more effective for today? And speaking of which, that leads us to the next important rule.