How To Write An Ad That Gets You New Clients (Part 1)

Most ads don’t actually work at attracting clients

Some ads might be funny, some might look cinematic, and some Here’s something I discovered after being in marketing:

ay stick in your memory. But if they don’t convert into clients… who cares?

In this article, I’ll show you how to write an ad that actually gets clients, generates leads, and sells products.

Let’s dive in:

What NOT to Do When Writing Ads

Let’s start with a simple principle.

If I wanted to get you to buy something, no matter what it is, would I:

• 1. Dress up as a clown to make you laugh first?

• 2. Bring a cute animal, like a puppy or kitten, to help make the sale?

• 3. loud music and throw in epic visuals for effect?

• 4. Keep everything vague and unclear about what you’re actually buying?

  
  

If you answered NO to all of the above, then we’re off to a solid start.

Because that’s exactly what you shouldn’t do when trying to make a sale.

The First Step to Writing a Winning Ad

So, what should we do instead?

We treat our ad like a salesman (or saleswoman, if that suits you). Let’s say we find the perfect prospect for your product or service, and we decide to send a salesman over… what would you want them to say? What would they ask? What arguments would they use to motivate the prospect to take action?

Let’s run through an example. Say we’re selling massage therapy services.

First thing we do is ask: “Who is a good fit for this?”

Let’s say we decide that “someone with neck pain” is a good prospect.

Now, we send our salesman to this prospect. What does he say?

How about… <drumroll>...

“Hi, does your neck hurt?”

Overcoming the Blank Page Dilemma When Writing Ads

We all know how daunting it is to face a blank page when starting anything. It’s like a white sheet of paper staring at you, daring you to fill it with something useful.

That’s why we’re keeping it simple. We begin by asking if they’re a good prospect for our service. Here are some examples:

• 1. “Are you a business owner looking to attract more clients?”

• 2. “Does your neck hurt?”

• 3. “Want to shed a few pounds in the next couple of weeks?”

• 4. “Looking to improve your tennis game?”

• 5. “Would you like to easily attract the perfect partner?”

  
  

We start simple because simple works. It’s direct and gets straight to the point, cutting through the noise of all the other ads out there.

That’s the foundation of a winning ad. In part 2, we’ll build on this and refine it further.

Talk soon,

Mohamed