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 college professor had me write that ad for a local business because it was part of my class assignment. 

At the time, I spent three years in business school studying marketing, majoring in management 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. The longer I sat there, the more frustrated I became.

The Secret Reason Why Most Ads Don’t Perform

I did some research to find the answer.

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 their 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 professor, and she said OK, and we ran the ad.

A few days go by, and I haven’t heard anything about the results. So, I asked my professor what the ad results were. She seemed slightly confused by the question:

“Results? What do you mean?”

“Did we make any sales or get inquiries from the ad?” I asked.

She leaned back, smiling:

“Noooo, this ad was for brand recognition. It’s all about top-of-mind awareness. It’s all about branding.”

I pretended to understand, but I was confused. How did this help us get more sales?

I lied to my professor, but she was also lying to me.

Because she had no idea what she was talking about either.

Fixing Your Marketing

When we spend money on something, we measure the result.

It 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, I got word salad.

‘Well, this ad is for brand name recognition’

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

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

These explanations were often delivered in a condescending tone, making me feel dumb for even asking the question.

Here’s the hard truth:

“Most businesses waste at least half of their marketing budget. Probably even more.”

That didn’t sit well with me.

How I Stopped Throwing Money Away…And How You Can Do The Same

I was determined to find a solution 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 of study, puzzling pieces together, testing, and trial and error to figure out what actually worked. 

Some may recognize one of the best shortcuts I discovered for this formula as ‘Pearson’s Law’. 

“What is measured, improves.”

Do you want to immediately and dramatically increase ad results?

Make them measurable by adding a response mechanism - a call to action that prompts prospects to do something. Then, monitor that action closely. 

Now you can measure. Test. Figure out what works and what doesn’t.

One of the first steps I take with new clients is implementing this rule:

“Every ad we run must be measurable. No exceptions.”

This means no more vague marketing jargon - only tangible, solid results.

There are many ways to achieve this, and it’s possible for every business, including yours. If you want to know how we can apply this to your business, get in touch with us today.