How to write an ad?

Every day we are bombarded by ads of all different sorts. There is a vacuum cleaner, which costs only 99 dollars with free shipping. On the next site, you could encounter brand new jewelry, which is basically for free, but you need to cover the cost of shipping. You could also get an email about these revolutionary supplements reducing our bodyweight in mere hours.

Do those seem familiar?

Most of the time we skip such ads because they do not show promise. We might not immediately know what distinguishes a good ad from a bad one, but if we really think about it, we instinctively know, that behind that product there is no story. Bland pictures with a “buy now!” sticker posted over them seem less appealing than a video of a person, who actually uses that product. By forgetting the human component, we make the product alien in the process. So how do we make advertising more user-oriented?

How do we write ads that are personal?

According to Russell Brunson in his book Traffic Secrets, there are few factors that we need to take into account while advertising. The first one is the distinguishing factor between pain and pleasure. The customer wants to either escape some sort of pain (maybe his vacuum broke down, or he is overweight and needs to drop a couple of kilograms), or go towards pleasure so life is easier (the vacuum he has is sufficient, but he wants to get the cleaning done in a shorter amount of time).

These cases might seem similar, but the difference lies in the motivation of the potential customer - does he want to escape his problems, or is he searching for a way to make his existence on this planet a little bit better. Remember those two factors, when you are starting to brainstorm the advertisement ideas.

The second nugget of wisdom from Traffic Secrets is more product-oriented. There are three ways, in which the product can improve someone’s life. It either affects their health, wealth, or relationships. Some of the products uses might overlap, but it should be clear in the ad, from which angle we are coming from.

An example of a health product could be a vacuum cleaner. If the ad is concerned with the health of the people living at home, and the vacuum’s new antibacterial capabilities, we are able to market it as a health-related product. When it comes to wealth, financial freedom books might be a good choice for a wealth-related ad, with a reader’s testimony to confirm the books worth. The relationship factor might be connected to both of those, as a new vacuum cleaner in the household might positively impact the relationship overall, just as well as the ability to manage money and create wealth.

Holding onto those factors is a sure way of reaching a wider audience. People, who are searching for things that can help them out in their day to day life, and even sometimes improve the quality of it, can be found anywhere. The advertisements of today are getting more and more elaborate, but at the core, they are always trying to give an impression, that this product will satisfy the needs of the customer.

The potential clients should know exactly what kind of need the product fulfills. It should be apparent, and clarity is a sought after commodity in today’s market.

Whether your client is in pain or seeking pleasure, he will most likely look for a solution to his current drawbacks. They might also like that the product caters to their health, wealth, or relationship needs. You never know when you might need a vacuum to save your life.