And tell a story, you must. If you are quickly trying to sell something to someone, they may not listen. They may not care. But telling them the story of why they need something will make them listen because no one wants to be left out of the loop.
And the story doesn’t have to be a long one. It doesn’t even have to be a good one. But it has to grab their attention (like any good marketing or advertising does), and once it does, they will at least stay with you until you are done. So the first step is to tell that story!
Next, you need to make them remember your story. Make it fun, creative, valuable, interesting information. Useless information does nothing for anybody.
And remember to do your homework before you spend the money. If the information doesn’t speak to the kinds of people who come across your ad, it won’t matter how much info they consume. Target your ads to the venues you’re advertising in; subway riders aren’t going to see outside billboards.