Usually by following any of the below examples:
Not grabbing attention from the start – Headlines don’t only apply to print. Good headlines offer a benefit and provoke curiosity.
There is no offer, or there is an offer that has no substance (fluff) (cliché).
There is no reason to act.
There is no justification of the products effectiveness (guarantee).
The spot is written from a business perspective instead of the client’s perspective.
There is no “what’s in it for me”.
There are too many objectives in the ad and not a single benefit.
The creative got in the way.
There is a miscommunication between the client and the copywriter.
Despite inviting a professional to help, the client decides “their” way is better.
The client wasn’t ready to run their campaign.
From a client standpoint:
The website was “almost” where it should be.
The store wasn’t ready to receive customers.
The product wasn’t available.
The employees weren’t briefed on the promotion or don’t support it.
The radio spot told a little white lie to seduce customers into buying other stuff.
The phones were busy or went unanswered.
Bad acting that won’t even fool your grandmother.