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One Simple Step To Easily Write High Performing Ads For Your Business

If you’re looking for a way to make your ads more effective, capture more attention and get you more clients… this article will show you exactly that.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 three years in business school studying economics, majoring in marketing and sales.We analyzed the biggest and most successful companies 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 I did some research to find the formula.Some sources told me to use a cute baby animal in my ad. Others said that wasn’t professional.Some sources told me to repeat my message again and again. Others said repetition annoys people and makes them NOT buy from you.With the deadline rapidly approaching I took a shortcut. I looked at the ads of our competitors and did roughly the same. Like copying your classmate’s homework and changing it up slightly so it’s not an exact copy.I showed it to my boss, he said it was OK and we ran the ad.A few days go by and I don’t hear anything about the results. So I asked my boss what the ad results were. He seemed slightly confused by the question:“Uhhh… what do you mean ‘results’?”“The results from the ad we ran. Did we make any sales from it? Did many people call in?” I asked him.My boss smiled, leaned back and said:“Nooooo, Arno. That’s not how ads work! This ad was for brand name recognition. Top of mind awareness. It’s all about branding, you know?”I played it cool and said: “Sure, I understand”.That was a lie. Because I didn’t understand at all how those things got us more sales.And now, almost 20 years later, I’ll let you in on a little secret: I was lying to my boss. But he was also lying to me.Because he had no idea what he was talking about either.

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 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 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 at least half of their marketing budget. Maybe even more than half.”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 years and 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 weeks, so 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.One of the first things I do when I start working with a client is implement 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 plenty of ways to do this and 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.

Do You Make This Mistake In Marketing?

Once upon a time, in a galaxy far, far away, I ran an ad account for a plumbing business. It was doing very well. We were spending over $1000/day using Google AdWords and the ROAS was +/- 5.Meaning: for every $1 that was put in we were making $5 back!That’s so good it should be illegal.I was very pleased with myself. Like Icarus, I was flying high, enjoying my greatness, basking in the glow of my achievements.And like Icarus… I was about to be humbled badly.

The Worst Business Mistake

One day I log in and I notice my Google account is blocked and the ads are paused. I assumed there had been a mistake. Some hiccup somewhere. Went for lunch, didn’t stress about it too much.Few hours go by and it’s still blocked. So I get in touch with customer service.Turns out it’s impossible to talk to a human being. Even if you spend $30,000/month you’re still considered to be a small fish. So I send in ticket after ticket.Three days go by and I finally get an answer. Turns out my ad account got blocked because someone somewhere thought that the ads were ‘possibly misleading’.Keep in mind, these are regular Plumbing ads. There’s nothing particularly weird or off putting about them. So I get embroiled into a ton of discussions and in the meantime there are ZERO leads coming in.Why?Because I got dependent on ONE source of leads. And that’s the dumbest possible thing you can ever do.

The Worst Number In Business

At first I blamed Google and Big Tech and a whole lot of other things.Then it hit me.This was ALL MY FAULT.I failed miserably because I got too dependent on ONE source. One is the worst number in business.One key staff person.
One source of leads.
One big client.And what happens when you’re ONE is taken away? You’re dead in the water.And that’s the nasty thing about business. Everything that CAN go wrong eventually DOES go wrong.So I set out to fix this issue and vowed to never get in that position ever again.

Making Your Marketing Hard To Kill

I make it a point to spot the “ones” in my business. Because every ‘one’ is an attack vector. A vulnerability waiting to be exploited. Ticking time bombs. You get the picture.And it’s even worse if you ignore a specific ‘one’ because you’ve convinced yourself that “this one is different”.Narrator voice: “this one wasn’t different.”When it comes to marketing this means we’re always looking to get an ad to work… and then we branch it out across many different platforms.Meta ads working? Awesome.Let’s look at Youtube.
And Google.
And offline.
And direct mail.
And cold email.
And autoresponder marketing.
And affiliate marketing.
And referral marketing.
And anything else we can think of.This is the only dependable way to become ‘Hard to Kill’ or ‘Hard to Cancel’.

Three Letters That Will Magically Get You More Clients

Crafting an RSOThe number 1 thing you can do to make marketing for your business to pay off is: craft an RSO.A Rock Solid Offer.Here’s how:

The Deadliest Mistake When Crafting An Offer

Let’s say we run a marketing agency and we need to come up with a good offer to attract clients.
Most business owners will come up with something like:‘Call us today for excellent customer service and competitive pricing’or‘We’ve been in business for 15 years and we’re experts in our field’or‘We can handle your ads for you and we have done this for 100+ other customers’Look around you and you’ll see this type of marketing EVERYWHERE.
Here’s the major problem with it:It’s B-O-R-I-N-G.Generic. Doesn’t stand out. Doesn’t get your prospect’s blood running hot. Doesn’t even register when your ideal client scans headlines.How do I know?Because the competition can say the exact same thing.

The First Element Of Your RSO

When I tell people that ‘being boring’ is a big marketing problem they usually start thinking about ways to make their stuff outrageous.Laser shows, blinking lights, airhorn noises, confetti, maybe also throw a flamethrower in there for good measure.That’s not what I mean.
Oil changes are very boring to me. But if my car is telling me that it’s almost time to get my oil changed?All of a sudden it shoots to the top of my list of things that are interesting.I start looking for oil changes and what do I see?‘Changing your oil is important and good for the engine’‘$150 oilchange. Book here’
‘Protect your engine, change your oil today’All of that stuff doesn’t cut it. Because it doesn’t step in to MY world. The world of your customer.
And you know what my main question is about this oil change thing?“How long is this going to take?”.
So if you want to make it interesting for me you come up with something like:‘Book your 15 minute oil change online. Fixed in no-time flat’That’s a great start for an offer. It’s not an RSO yet, but at least we’re making progress.You don’t fix ‘the boring problem’ by being outrageous.You fix ‘the boring problem’ by thinking about your customer, stepping into his world, entering the conversation going on in his mind.That’s only one element though. A great RSO usually has three, so we still have two more to go.We’ll talk about those in the next article in this series.Talk soon,Adam

Why "Spray And Pray" Marketing Is A Surefire Way To Waste Your Ad Budget (And What To Do Instead)

Spending money on ads is scary because you just don’t know if that money is coming back. Hopefully bringing some of his friends.Spending money on ads without knowing if they'll bring in a single customer can be scarier than a prostate exam from Edward Scissor hands.So let’s fix that and start with the first and biggest reason for why ads fail:

Stop Blasting Your Message Out To Anyone With A Pulse

Before anyone's gonna shell out their hard-earned dough for what you're selling, you need to make 'em sit up and pay attention. And the cold, hard truth is, most businesses are boring as watching grass grow.But here's the thing: even if you're selling the most boring thing in the world, the RIGHT customer is gonna be alllllll over that like a raccoon jumping in a trash container.The key is figuring out who those folks are and speaking directly to them.

Forget The Masses - Zero In On Your Dream Buyer

Instead of playing the numbers game and hoping you'll stumble across a few decent prospects, you gotta get surgical. Meticulous. Precise.Dig deep and figure out EXACTLY who your perfect customer is.What keeps 'em up at night? What secret desires are they hiding from their spouse? Once you know what makes 'em tick, you can craft an offer that'll have 'em whipping out their wallets faster than you can say "TAKE MY MONEY!".

Turn Dull-As-Dishwater Products Into Must-Have Marvels

Now, I know what you're thinking: "But my product is about as exciting as a root canal! How the hell am I supposed to spruce that up?"You gotta find the angle that'll make your ideal customer's ears perk up. Highlight the hidden benefits, tap into their emotions, make 'em feel like their life won't be complete without your gadget.When you're laser-focused on your dream buyer, you don't need to carpet-bomb the whole damn internet with your ads. You can get your message in front of the EXACT right people, without blowing your whole budget on tire-kickers.So quit messing around with spray-and-pray marketing and start getting intimate with the customers who are practically BEGGING to throw cash at you. Trust me, your ROI will thank you.

The Bar Test

The BAR Test is undefeated and undisputed. It has worked for centuries and will work for centuries more. Even if there are no more bars in the future this test will still work. As long as humans walk the Earth you’ll be able to use this to drastically improve copy.Here’s how you use it:You look at a piece of text (we call this ‘copy’ in the biz) and you ask yourself:

‘Would I say this to an actual human being in conversation?’

It’s super simple and it works every single time.Look at this sentence:As a business owner your job is to solve problems. This is the basic principle of running your own business most business owners already know, but what happens when no one knows you even exist?In a real conversation, that would sound something like:Most business owners already know they solve problems for a living. But that’s hard to do if people don’t even know you exist, right?See how that makes more sense? And how it’s much easier to read?The first sentence sounds like an alien pretending to be a human. The second sentence sounds like an actual human.Here’s The Quickest And Easiest Way To Fix Your Writing:Here’s a trick that works every time. It’s going to sound simple and almost childish… but if you give this a try I promise you that you’ll be hooked.

Read your copy out loud.

See if it flows. Where do you stumble? Where does it sound weird? Would you actually say this to a human?Pretend you’re talking to a friend. Here’s another example that I read recently:But, most of the people running businesses nowadays barely even think about what problem their product is even solving, let alone whether or not their most likely buyer is male or female, what their age range is, what their interests are, or even what haircut they haveThis is a 47 word sentence. If you read this sentence out loud you’ll probably notice it’s a run-on sentence. It needs a period in there somewhere. Because in real life we rarely talk in 47 word sentences.Conversation has a flow. Some sentences are long, others are short.Like this one. Only three words.Get into this habit. It’s going to change your writing for the better. I guarantee it.Apply this advice to your content and see how much more response you get to whatever you write.Talk soon,
ArnoP.S. Want me to check, rewrite and improve your materials using the BAR test and other principles we’ll be talking about?Get in touch with my agency today. If we’re a good fit I will personally take a look at your company and your marketing, come up with a strategy of what I’d do differently and discuss it with you in depth on a call.No cost, no obligation.If you want to work together I’ll tell you exactly how that works, if you don’t want to work together that’s fine too. No hard selling, no pressure, no annoying sales tactics.