In marketing, there are two challenges: to get the attention of your audience, and to present them with a message that sticks. So why is it that the vast majority of marketing messages are so easy to overlook? It could be timid decision-makers, the wrong creative partner or any of a dozen other reasons, but it has a deadly effect on your ROI. Fortune favors the bold. Each time you prepare to launch a new marketing message, ask yourself if it’s going to be hard to ignore. If the answer is no, head back to the drawing board until it is.