So you want a good ad? Write it backwards. Start from the end.
Traditional, boring, “I don’t care” advertising starts with a product or a service. Much more effective advertising starts at the end – your customer.
- Why does a customer decide they need what you sell?
- What situation arises for your customer that brings them to you?
- What problem did you solve for your customer?
- What is your customer able to do now that they have what you sell?
- What feelings do you create in customers who buy what you sell?
- Were there problems in the past your customer had before finally shopping with you?
- Does your customer have a general negative perception of your industry?
- Has your customer shopped with a competitor of yours and been disappointed?
- What is the most outrageous and rare problem a customer has brought to you?
- What are the most common problems customers tell you about?
Now take your answers… and start your ad. (Or ad strategy. Or series of ads.)
You might get oodles of different answers depending on the particular customer you’re thinking about. Good. You can create an infinite number of different stories to tell that will engage your “target” and make them listen up. They listen to stories about problems they might have themselves – either now or someday down the road.
They do NOT want to listen to garbage about your products or services. Well, they might… as long as you’ve already told them about how you feel their pain and can take their problem or frustration away for good.
Are there better questions to ask? Heck, yeah. I’m just shooting from the hip here. Just ask the right questions before you write your ads. Those questions will be about your customers.
Bottom line: We care about ourselves. We care about improving our own situation… or getting rid of bad things in our life. So, tell us how you can help us do that.
Try it backwards.
Have a great day!
I’m a marketing guy and ad writer. This isn’t just about better ads either, it’s also about a strategy to set you apart and help you be remembered (in a good way). I write this marketing blog because I’m on a mission to help you get more from your advertising bucks. I also wrote a a no-nonsense book about how to take a bigger slice of market share with better advertising. It’s called “Take a Bigger Slice”.