Most ads miss the mark of what’s most important - getting sales.
They often have a purpose, being funny, cinematic, or memorable.
But if it’s not getting you more clients… who cares?
With that being said,
Let’s get into how to write an ad that gets clients, leads, and sells.
Simplicity is king.
The most prominent lesson I took from reading Strunk and White was to “omit needless words”
I try to keep everything simple and concise when writing.
Your ads should be the same way.
Say you’re trying to sell chiropractic care.
The first thing we do is ask “Who’s a good prospect for this?” or “Who’s our target audience”
In this example, let’s say we’re targeting someone who has back pain.
Let’s not have a video of a talking orangutan or a guy drinking a smoothie and then at the end flash a brand and say oh yeah by the way this is an ad please buy from us.
I mean are we serious…
Yes I know this is titled “Worst Car Commercial Ever”
But I know you’ve had the shared experience of watching a commercial with NOTHING to do with the actual brand/product.
Back to the chiropractor.
Tailoring an ad for someone in back pain we would simply say:
“Tired of living in pain?”
Or
“Does your back hurt?”
Or
“Want to live a life free from pain?”
Simple, concise, and effective.
When you start with something simple like this, it cuts to the heart of the matter.
If someone sees the ad and doesn’t have back pain - well.
They’re going to read it, respond “no” in their head, and continue on with their day.
But if they do.
They will understand the ad is talking directly to them, and read with greater intent.
This is a great start for your winning ad. Let’s build on this in part 2…
Talk soon,
Hayden Conklin
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