Written by Arno Wingen
How To Write An Ad That Gets You New Clients (Part 1)
Here’s something I discovered after being in marketing for almost 20 years.
Most ads absolutely suck at getting clients.
Some ads are funny. Some ads are cinematic (whatever that means). Some ads are memorable.
But if they don’t get clients… who cares?
In this article, I’ll show you how to write an ad that gets clients, gets leads, and sells product.
Let’s get into it.
WHAT NOT TO DO WHEN WRITING ADS
Let’s start off with a basic principle.
If I wanted to get you to buy something—it could be anything—would I:
- Dress up like a clown so I can get you to laugh first?
- Bring a cute animal, like a puppy or a kitten, to aid in the sale?
- Play loud, blaring music and use epic visual effects and cinematography?
- Be extremely vague and ambiguous about what I’m trying to get you to buy?
If you’ve answered NO to all of the above, we’re off to a great start.
Because that’s exactly what you wouldn’t do to get someone to buy something.
THE FIRST STEP TO TAKE TO WRITE A WINNING ADVERTISEMENT
So what do we do instead?
We think of our ad as a salesman. Or saleswoman. Whatever floats your boat. But I’m going to use “salesman” in my example.
Let’s say we spot a good prospect for your product or service, and we decide to send a salesman over… what would you want him to say? What would he ask? What arguments would he use to get the prospect to take action?
Let’s try this with an example and say that we’re selling chiropractic care.
The first thing we do is ask a simple question: “Who is a good prospect for this?”
Let’s say we decide that “someone with back pain” is a good prospect.
Now we send out our hypothetical salesman to this hypothetical prospect. What does he say?
How about… <drumroll>…
“Hi, does your back hurt?”
BEATING THE BLANK PAGE PROBLEM WHEN YOU’RE WRITING WINNING ADS
When you start writing anything, it’s always daunting to be faced with that blank page. A white sheet of paper staring you right in the face, challenging you to fill it with something useful.
That’s why we’re keeping things simple. We just start by asking them if they are a good prospect for our service. Here are some examples:
“Are you a business owner, and would you like to attract more clients?”
“Does your back hurt?”
“Are you looking to lose some weight in the next few weeks?”
“Would you like to improve your golf swing?”
“Would you like to easily and effortlessly attract women?”
We start off simple because simple works. It goes to the heart of the matter, which is what we’re trying to do.
You’re trying to cut through the clutter and beat out the noise of all the other advertisers. So we take a straight-line approach. Straight for the jugular.
This is a great start for your winning ad. In part 2, we’re going to build on this and flesh out our ad.
Talk soon,
Arno