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?
I had been obsessed with marketing for years.
I read books, watched countless videos, and analyzed the biggest and most successful brands.
But when I sat down to write an ad for a real business…
I had no idea what I was doing.
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 client, they 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 the client how it performed.
They 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.
They smiled, leaned back, and said:
“No, Nikola. 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, years later, I’ll let you in on a little secret: I was lying to my client. But they were also lying to me.
Because they had no idea what they were 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 running my own marketing, I tried to do the same.
Instead of results, I 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 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 of study, testing, and 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 are 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.
Comments