Zorg Empire

What makes a good alliance ad? I'm curious because when I look in the Union of Honor page, all I see is a person, usually the leader, saying how good their alliance is and how they will protect you. I wanted to see about giving them some feedback by asking the people who actually post in the forums to give them feedback...So what things do you look for in an alliance/ad? (I have no intention of having anything to with any alliance or posting an ad)

People that don't claim to "protect" their members.

I wanted a place where I could learn from more Veteran players. Pretty much all I looked for.