The Ad To Get You Clients

We’re talking about the ads that we see in the yellow pages, in journals and papers, sometime in emails, brochures, handouts, etc.

Ads that try to sell you products or services. The little squares of text and graphics that if you’re the one who made the ad, you pray that it grabs the attention of the reader to call you, or contact you in some way.

Flip through the yellow pages. What do you see? Most ads have the following “ingredients”:
• Company name (biggest, on top)
• company slogan
• products and services offered
• phone number
• address
• website
• email

But my friend, there’s a problem…

They’re all the same! You’ll figure maybe it has something to do with a social pressure- that if you do an ad that’s too different, it must be wrong and it won’t work.

Let’s change that thinking, and figure out what really goes on in a person’s mind when he or she opens the yellow pages.

90% of the time, there’s a pain that the person needs help with. With the house, financing, the car, medical, whatever. There’s a problem that needs to be solved.

Bottom line is that they are focused on THEIR own problem, and most ads miss the bulls eye because the ad is usually focus on the company itself.

If you TRULY want more success in your ads, you should be writing your ad according to THEIR needs. Your ad will definitely stand out, and you’re much more likely to have them in the palm of your hand.

How do we do this? There’s a set of rules to follow:

1. Don’t use your company name as your headline – people couldn’t CARE ANY LESS how creative you are with your company name – they want to know what you can do for them (THEIR pain!)
2. If you’re reading the yellow pages and you see all those ads looking and sounding the same – then you see the ad that says “HEY! Before you call any of these other guys – you have better read this one first” – and it looks like a newsworthy article – would you not read it? Articles get 7 TIMES as many readers as advertisements – so it should look like an article
3. Raise questions in your ad that they have never thought of and should.
4. Insert a testimonial. Testimonials are amazing for credibility. Plus 99% of ads DON’T use them, so yours will definitely stand out.
5. And finally, offer them an education. They can learn about whatever service or product you offer – what they should and should not be doing. All this before they make a decision on who they are going to use.
6. ALWAYS ALWAYS end with a call to action.

Now you want an example?

So the sparkle in the ad lies in letting them know that you’re thinking about them and their concerns. Not showcasing your own company.

And the results will be that your ads stand a much greater chance of success than those around you.

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