Most ads fail for one simple reason.
It’s not because the market is saturated, prices are too high or because “ads just don’t work in your industry”.
It’s because prospects don’t have a good enough reason to respond.
A reason to take the action step, to raise their hand and say:
“Yes, I want that! Give it to me now!”
Make them a killer offer and they’ll do your bidding no matter what industry you’re in or what you’re selling.
Before I give you the keys to a killer offer, let’s talk about…
Why Nobody Wants To Read Your Shit
People don’t read ads, they read what interests them.
Sometimes that might be an ad.
So right from the get-go, prospects look for a reason to disqualify you.
If your offer is vague and makes them think:
“Uhm…I don’t get it. What do I actually get out of this?”
They’re gone.
If you ask for too much too soon and make them say:
“Well damn…that’s a big ask. I barely even know you.”
They bounce.
If you give them too many options, they do what all confused prospects do:
Absolutely nothing.
That’s why you need to make your offer the best thing they come across all day.
Make them want it so bad they sell their most prized possessions to get what’s on the other side of the action step.
And here’s how to…
Give Your Prospects An Offer So Good They Can’t Refuse
A “no-brainer” offer has four parts.
Miss just one of them and your ads could fall flat.
But get all four dialled in?
Your ads will perform like gangbusters.
If you want your ads to do the latter, keep reading.
Picture Perfect Promise
Specificity is your friend.
Paint a clear picture of what’s on the other end if your prospect takes action.
You cannot create desire, but this is the closest thing to it.
Instead of simply helping them “live pain-free”, help them “get rid of lower back pain”.
That’s direct.
It targets a very specific problem your prospect wants to solve.
The more specific you are, the more your prospect feels understood.
The more your prospect feels understood, the more likely they are to run with the solution you recommend.
The Doubt Destroyer
People hate to be sold to, but they love to buy.
Call out the elephant in the room and address objections head-on.
Going back to the example above with back pain.
Let’s say our hypothetical prospects are worried they’ll have to take a bunch of pills or even go under the knife.
We address and quickly demolish those objections on the spot:
“Get rid of lower back pain without taking countless pills or invasive surgery”
Now onto part 3.
Easy Does It
We hate to jump through hoops.
If something is effortless, we’re all for it. That’s the human condition.
So if you ask for too much too soon, you’ll be ignored (as you should).
Lower the hurdle for your reader to take the action you want.
Don’t tell them to watch a 30-minute video.
Tell them to watch a 3 minute clip.
Don’t tell them to fill in a 15-field form.
Tell them to fill out a 5-field form.
Don’t ask them to go to the post office and send a letter.
Tell them to click a link.
Easy does it.
Using our back pain example, let’s flesh it out a bit and see what we’ve got:
“Click this link to get rid of your back pain without pills or invasive surgery”
And now to top it all off…
Need For Speed
Reduce the time between where your prospect is and the outcome they want.
The faster you help them get what they want, the quicker you build trust.
And people like to do business with people they trust.
So what would our final, no-brainer offer look like?
“Click this link to watch a 3-minute clip showing you how to get rid of lower back pain without pills or invasive surgery”
Three minutes is a steal if you’re waking up with lower back pain every single morning.
Whatever you promise your prospects, ask yourself:
“How can I get them the outcome faster?”
Make A Killing With Every Ad You Run
Forget the vague, traditional advertising you see on buses and billboards.
It’s a scam.
Use the four steps above, come up with a “no-brainer” offer and watch your ad performance go through the roof.
Now go out there and make a killing.
Talk soon,
Asher
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