Simple Tweak To Write High Performing Ads For Your Business

If you’re looking for a way to make your ads attractive to clients… This article will show you exactly that.

Let me tell you a story from my business mentor. It encapsulates how ignorant marketing grads from reality...

"I vividly remember writing my first ad.

I hated every second of it. 

You know what the worst part was?

My boss gave me the job to write that ad because I had just spent 4 years in the Faculty of Commerce studying economics, marketing and sales.

We analyzed marketing campaigns for S&P 500 companies. (the biggest and most successful corporates in the world)

But when I tried to use that knowledge to write an ad for our local business… I had no idea how to do it!

Looking at that blank page I realized I was in over my head.

And the longer I sat there, the more stupid I felt."

The Secret Reason Why Most Ads Don’t Perform

So he did some research to find the formula.

Some sources told him to use a cute baby animal in his ad. Others said that wasn’t professional.

Some sources told him to repeat his message again and again.

Others said repetition annoys people and makes them NOT buy from you.

Approaching deadline, he took a shortcut.

He looked at the ads of his competitors and more or less the same.

Like copying your classmate’s homework and stir it up slightly so it blinds under the radar. 

Then, he showed it to his boss, boss said it was 'OK' and ran the ad.

A few days later, he loudest sound he heard was silence about the results.

So he asked his boss what the ad results were.

The boss seemed slightly confused by the question: 

“Uhhh… what do you mean ‘results’?” 

“The results from the ad we ran.

How many sales did we make from it?

Did many people call in?” he asked.

His boss smiled, leaned back and said: 

“That’s not how ads work!

This ad was for brand name recognition. Top-of-mind awareness.

It’s all about branding, you know?”

He kept his temper: “Sure, 100% I understand”.

That was a lie.

Because he didn’t understand at all how those banana boats tie into business.

And now, almost 7 years later, I’ll let you in on a little secret: Both were a bunch of lairs.

Both had no idea what they were talking about.

Fixing Your Marketing

When we spend money on something we measure the result. 

Doesn’t matter if we're spending money on equipment, lunch or vendors - we make sure that we get what we pay for, right?

When I analyses a couple of family businesses, they tried to do the same with marketing.

Instead of results, they got word salad. 

‘Well, this ad is for brand name recognition’

‘We’re focused on top-of-mind awareness in our market’

‘This campaign is set up to solidify our branding and brand positioning’ 

This is usually said in a slightly condescending tone designed to make you feel dumb for even asking the question. 

Here’s the ugly truth:

“Most businesses throw away 50 ~ 80% of their marketing budget. Maybe even 90+%.”

And that just didn’t sit 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 the formula for effective marketing.

The good news?

There was a formula and I figured it out.

The bad news?

It took 7 years of study, puzzling pieces together.

Testing it and using trial and error to figure out what actually worked.

If I had to write out all the elements of the formula, we would be sitting here for a fortnight.

Instead, let me give you one of the best shortcuts I found.

Some might recognize it as ‘Pearson’s Law’.

“What is measured, improves.”

Want to immediately and dramatically increase ad results?

Make them measurable by adding a response mechanism.

A call to action in every ad that asks the prospect to do something. 

And then you monitor that action like a hawk.

Now you can measure.

Test.

Figure out what works and what doesn’t. 

No. 1 thing I do when I start working with a client is implementing this simple rule:

“Every ad we run needs to be measurable, no exceptions.”

No more jargon.

No more vague marketing gobbledygook.

Measurable, tangible, solid results.

There’s endless ways to do this.

It’s doable for EVERY SINGLE BUSINESS, yours included!

If you want to know how we would do this in your business, get in touch with us today by clicking HERE.

Sincerely,

MU