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What if I told you there was a way to get better results from your ads, without overcomplicating things?
That's right. Because let's face it... most of the ads we see these days are so vague that people barely understand what they're about.
And all this is hidden behind goals such as “brand awareness” or even worse, “sending a message”.
Just a waste of time.
I think you will agree with me when I say that what interests us entrepreneurs are real results. What I always ask myself (and I always suggest to the companies I work with to do the same) is:
“How many customers does this thing get me?”
And if you don't have a precise answer in numbers, it's not worth continuing to invest.
Because it's like throwing money down the drain and betting that it will come back multiplied.
The turning point
A fundamental concept I have learned from my personal experience in marketing is that every time the simple things are the ones that give the best results.
And this also comes from a scientific law that says that when there are various theories about why something works, usually the simplest one is the right one.
Now I don't know your specific situation, but what I can assure you is that every day I see advertisements that do nothing but confuse people.
And the reason is very simple.
For example, if you have ever had employees, you may have noticed how good people are at following simple instructions and how they are not so talented at following more complicated instructions...
Very often they make a mess.
And in the case of your potential customers, they simply don't buy and don't become customers, completely ignoring what you're telling them.
How to solve this problem in practice
First of all you need to get the attention of the right people using the right creative.
So using a photo or video that makes it clear right away what the ad is about.
Do you have a business that sells cars?
Put some machines.
And you’ll think, “Of course, right?”
I recently saw the latest Jaguar commercial.
The last thing I expected was to see a lot of colorfully dressed people in a strange fairy-tale world and… no cars.
Can you imagine anyone rushing out to buy a jaguar after something like that? I can't.
The second thing is to add a text that makes it even clearer and more specific what you can do for your customers.
So for example if you have a real estate agency, you could very well write:
"Want to sell your home? We guarantee that our agents will do it for you within 1 month."
Simple to understand, direct, functional.
Marketing should be more like mechanics than art. But apparently many think otherwise.
The final gem
And finally, every ad, blog post, email, and so on should have a single goal.
Basically, you need to give clear direction to every step people take to buy from you (and beyond).
Because in the end that is the only factor that really matters, everything else is just a distraction.
And so it's better to do what sells in practice, not necessarily what sounds nice in theory.
The goal of an ad is to get a response from someone who is interested in what you're selling, right?
This response could be to visit your website, or to call on the phone, or something else.
The mistake many people make is to confuse things, for example trying to use ads to increase visibility, and entertain them, and follow the page and buy.
No...
One thing at a time.
Because you can measure it, you’ll know exactly where they stop the most, where you need to improve, and what’s working great.
And you will also give clear instructions to your customers, without confusing them.
Your business' ideal customers are out there looking for you, the only thing you need to do is make it as easy as possible for them to buy from you.
Remember, a confused customer does the worst thing, which is nothing.
I hope you enjoyed this article, see you next time!
PS If you don't want to wait, and would like to speak directly with me to find out what I would do to get you better results from advertising for your business, feel free to contact me by filling out the form below. See you soon!