One Simple Trick To Easily Write High Performing Ads Without The Headache
If you’re looking for a way to make your ads more effective, capture more attention and get you a lot more clients…. this article will show you exactly that.
I remember vividly writing my first ad. Believe me, it wasn’t pretty.
You know what the worse part was? My boss gave me the job to write that ad because I had just spent loads of time in marketing and sales school.
I’ve analyzed the biggest and most successful companies on the planet (Mcdonalds, Coca Cola, Heineken etc). But when I tried to use that knowledge for our local businesses ad… I had no idea where to begin.
Looking at a blank page like a complete amatuer, I realized I was in over my head.
The longer I sat there, the more foolish I felt.
The Secret Why Most Ads Don’t Perform
So I did some research to find some type of formula.
Some sources told me to use a cute baby animal in my ad. Other said that wasn’t professional.
Some sources told me to repeat my message again and again. Others said that’ll annoy people and doing that will ensure prospects DON’T buy from you.
Another source gave me a dozen books to read, but none of them help in giving me something concrete to write.
With deadlines quickly approaching I took a shortcut. I looked at competitor ads and did roughly the same.
Showed it to my boss, and we went with it.
A few days went by and I didn’t hear anything about results. So I asked how it performed.
He seemed slightly confused by the question…
“Ummm… what do you mean by ‘results’?”
“The ad I made, did we make sales from it?”
He smiled, reclined back then said.
“Noooo, Jason. That’s not how ads work. Ads are for brand recognition, top of mind awareness. It’s all about branding, you know this right?”
I played it cool, “Yes, I understand.”
But in truth, I had not the slightest clue what he was talking about. How does any of that translate to sales?
And now, nearly 10 years later, I now know….
He had no idea what the heck he was talking about.
Fixing Your Marketing
When we spend money on something we measure it’s result.
Whether it be on equipment, employees, lunch or vendors - we make sure we get a return, right?
When I started my own business I tried to do the same with marketing. Instead of results, I got wordsalad.
‘Well, this ad is for brand name recognition’
‘We’re focused on top of mind awareness in our market’
‘This campaign is setup to solidify our branding and brand position’
…What a load of horse crap!
Here’s the ugly truth
“Most businesses throw away at least half of their marketing budget. Probably much much more.”
And that never sat right with me.
How I Stopped Throwing Money Away…
And How You Can Do The Same
I decided to get to the bottom of this and figure out a forumla for effective marketing.
The good news? I found it
The bad news? It took years of study, puzzling pieces together, testing using trial and error until I figured out what actually worked.
If I had to write out all the elements of the formula we would be sitting here for weeks, so let me give you the best shortcuts I found.
You might’ve heard about it, it’s called ‘Pearson’s Law’
“What is measured, improves”
What to immediately and dramatically increase ad results?
Make the measurable by adding a response mechanism. A call to action in every single ad. Make the prospect do some type of action.
Then you monitor it like a hawk.
Noe you can see what works, and what doesn’t.
One of the first things i di when i start working with clients is implement this simple rule:
“Every ad we run needs o be measurable, no expections”
No more jargon. No more vague mumbo jumbo. Only measurable, tangible, solid results.
There’s plenty of ways to do this and it’s doable for every single business, your included. If you want to know how we would do this for your business, get in touch using the forum below.
Happy hunting,
-Jason
