How to Write an Ad That Gets You New Clients (Part 1)
Nov 27, 2024
Most ads fail because they entertain instead of sell. Learn the first step to writing winning ads that attract the right clients—without overcomplicating it.
Most ads fail at their primary job: bringing in clients. Sure, some are funny, cinematic, or memorable—but if they don’t get results, what’s the point?
Here’s a better way to think about advertising.
What NOT to Do When Writing Ads
If you want someone to buy something, you don’t:
Dress up like a clown just to make them laugh.
Add a random puppy or kitten to grab attention.
Blast music with flashy effects to distract them.
Speak vaguely so nobody knows what you’re selling.
If you answered “no” to all of the above—you’re on the right track. Ads shouldn’t be entertainment for entertainment’s sake. They should move people closer to a decision.
Step One: Think of Your Ad Like a Salesperson
Instead of gimmicks, picture your ad as a salesperson. A good salesperson doesn’t confuse prospects—they guide them.
Say you’re selling chiropractic care. Who’s a good prospect? Someone with back pain.
Now imagine sending your salesperson to that prospect. What would he say? Something simple and direct, like:
“Hi, does your back hurt?”
That’s where effective advertising starts: speaking to the right person with the right question.
Beating the Blank Page Problem
When writing ads, staring at a blank screen can feel overwhelming. The solution? Keep it simple. Ask questions that position your audience as the ideal prospect for your offer.
Examples:
“Are you a business owner who wants more clients?”
“Does your back hurt?”
“Do you want to lose weight in the next few weeks?”
“Would you like to improve your golf swing?”
“Would you like to effortlessly attract more customers?”
Each question is direct, relevant, and cuts through the clutter.
Takeaway
Effective ads don’t overcomplicate things. They identify the right audience and ask the right questions. Keep it simple, and you’ll already be ahead of most advertisers.
This is the foundation for writing ads that actually win. In Part 2, we’ll build on this to craft a full ad step by step.
Want help writing ads that actually bring in new clients? Let’s connect.