Business owners, do you want to get better results from your advertising?

Then DON’T structure your ads like this:

• Company logo.
• Company name.
• What you provide (“For all your [type of product or service] needs”).
• Weak proof (“Serving the local community since [year]”).
• Phone or email address.

Instead…

If your product or service solves an OBVIOUS PROBLEM, try this structure:

• State the problem (in the headline).
• Highlight the pain/embarrassment/anxiety the problem causes.
• Introduce your solution/product/service.
• Provide solid proof that it works.
• Tell the reader or viewer what to do next / how to get your solution.

Or…

If your product or service satisfies an OBVIOUS DESIRE, try this structure:

• Make a promise that the reader or viewer can get the “thing” or outcome they want.
• Paint a picture of how great life will be when they have it.
• Introduce your solution/product/service.
• Provide solid proof that it works.
• Tell the reader or viewer what to do next/how to get your solution.

Why structure your ads like this, instead of the first example I gave?

Because, for an ad to succeed it must first get and then keep ATTENTION.

And when you start by “talking” about what your customer wants… rather than what your company does … the odds of this happening will dramatically improve.

Of course, flow and structure aren’t the only things that determine an ad’s success.

Many other factors – such as targeting, positioning and your offer – play their part.

And if you’d like to review this, or other aspects of your marketing, go here to request your FREE marketing health check:

Health Checkup

If will only take a couple of minutes of your time, and it includes a feedback session that highlights where and how you can improve your company’s marketing efforts.