I can't see the result after I colored my hair?

Good day Yahoo Answerer! I was so disappointed coz I didn't see any result after I colored my hair. Such a waste of money! I have a deep reddish brown hair and I want to change it to ash blonde / light ash blonde hair color. I applied it to my hair and it didn't show any result. It's like a shampoo that softens my hair and leaves no color at all. Will I get the color that I want if I bleach my hair before applying the hair dye? Thanks in advance! God bless!