Picture what others wish to be, not what they may be now
Address the people you seek, and them only
Don't think of people in the mass. That gives you a blurred view.
Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
Do nothing to merely interest, assume or attract. This is not your province. Do only that wins the people you are after in the cheapest possible way
People don't buy from clowns.