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In marketing, one truth remains clear: most ads just don’t cut it when it comes to winning new clients.
Sure, some ads might give us a chuckle or impress us with stunning visuals, and others might even linger in our memories. But if they’re not driving business, what’s the point?
In this series, I'll guide you through crafting advertisements that don't just capture attention—they convert.
Common Mistakes in Ad Writing
Let's begin by outlining what you should avoid:
Would you hire a clown to make someone laugh if you wanted to sell them something serious? Would you use a cute kitten or blaring music and cinematic effects? Or would you keep your message so vague that the audience has no clue what you're offering? If you think these approaches wouldn’t work, you’re right on track.
The First Step to Creating Effective Ads
Think of your ad as your salesperson. What should this salesperson convey when they meet a potential customer? This isn't about fancy dressing or loud distractions; it's about clear, effective communication.
Take, for instance, a chiropractic service. If we identify that our ideal prospect is someone suffering from back pain, the ad’s job becomes clear. Imagine sending a salesperson to a potential client. They might start with a straightforward question to immediately address the prospect's need:
"Hi, does your back hurt?"
Overcoming the Intimidation of the Blank Page
Staring down a blank page can be daunting. That's why starting with a simple, direct question can be so powerful. It cuts through the noise and directly addresses the needs of your potential clients. Here are a few examples that might resonate with different audiences:
“Are you a business owner looking to attract more clients?”
“Struggling with back pain and need relief?”
“Ready to lose weight and feel great in the next few weeks?”
“Want to improve your golf swing before your next big game?”
“Looking to boost your dating confidence?”
Starting simple is effective. It directly targets the core of what the customer cares about, which is exactly what your ads should do.
Stay tuned for part 2 of this series where we will expand on this foundation to further refine your advertising approach, but in the meantime write that ad that gets you new clients
Until next time,
Joel
P.S. Curious about how to tailor these strategies to your specific business needs? Connect with us through www.jandmsolves.com, and let’s explore how we can transform your advertising strategy together.
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