PERSONA PARTNER

Now, at this stage you might be thinking, yeah this all sounds great Lauren… But nobody clicks on ads these days. People’s scepticism alarm goes off.

Really? Let me tell you this…

Only Broke Business Owners Who Are Days (not even weeks) Away From Going Bankrupt Believe That No One Clicks On Ads

Seriously, you might not think that no one in today’s woke day and age clicks on ads. But the undeniable truth is, when it comes to solving problems, ads beat the pants off content every single time. After spending $50,000+ on stone-cold traffic and scientific A/B tests, I can tell you without a shadow of a doubt that direct-response advertising works.

Well, with one caveat: The ad copy must be interesting and entertaining. You can’t write some lame promotional piece about your company and expect people to give a shit. “We’ve been established for 37 years.” Nobody cares if you opened during Queen Elizabeth’s coronation, that wouldn’t make your prospect buy.

With that being said, if your ad is relevant and engaging, people won’t care that it’s an ad.

Let me share a little story context for you…

This case study has been totally forgotten in marketing, even though it pulled in two million leads - and the same framework model can create a torrential downpour of new clients onto your business.

Picture this: You run an ad with a high-value content offer and you generate leads and sales on autopilot. So you run it again and again and over time it generates two million leads for your business.

Guess what? This actually happened!

The legendary ad man behind this strategy was John Caples (one of the original founding fathers of direct-response marketing) in 1929.

Caples created this brilliant ad for his long-time client, Phoenix Mutual with the focus on selling their retirement planning services. This ad is a timeless example of persuasion and direct-response copywriting still applies to why people buy today.

Here’s 5 core elements you can model this strategy for your business:

1. Smart Creative Graphic - Caples added the photo of the fisherman because it symbolised time freedom and simple pleasures.

2. Audience Calling Out Headline - Plus added "someday" so it didn't imply that you must quit immediately, which would be uncomfortable.

3. Intrigue Dialling Brief - Note more ICP appeals with an added sentence to summarise and introduce what to expect from the ad.

4. Future Pacing - Breaking down the big bold promises the prospect is to receive by investing in the ad services.

5. Call To Action - States isn’t a frictionless approach, for any financial situation with ‘no obligation‘, just fill the form order and get a free guide.

“Tap a single overwhelming desire existing in the hearts of thousands of people who are actively seeking to satisfy it at this very moment.” – Eugene Schwartz

And if you’re saying, “yeah people will read ads but who clicks on them?”.

Simple… the real buyers are the ones who clickthrough. Because they’re the ones looking to solve a pressing problem, they’re the ones with all the boring questions, and they’re the ones who are ready to look deep for answers. The people who aren’t going to click your ads aren’t going to buy in any case.

They’re looking for an unhealthy diet supplement of cheap dopamine and self-serving platitudes.

So my question to you is, would you rather gear your ads to tire-kickers who will never buy or to dream buyer avatars that are deep in research mode and are looking to be pushed over the line?

The answer should be 1 + 1 = 2 simple. no?

The Temperature Of Your Marketing Message Must Match The Temperature Of Your Traffic

No, don’t be sceptical… Marketing messages have tonality just like a salesperson on a cold call. This has been grossly forgotten due to all the shiny new object gossip clogging up the internet… sad!

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