Ads That Don’t Work.
Most ads, whether in print, TV, radio or social media… would put a screaming toddler to sleep during the first sentence because they are about as engaging as a cold wet nappy!
Your ability to connect and engage with people and show them you have what they need (the solution) directly translates to money in the bank for you.
Let’s demonstrate with a small ad, maybe a classified or some words you may put in Pocket Trader or similar.
What if someone needed a ‘tradie’ or service provider…
They may look in the phone book or ‘google’ for the info eg… “Electrician Mackay”.
Online they may see some Adword adverts or in the phonebook under electricians…
They’ll find something like this…
- ‘Mikey’s Electrical Services
- ‘Company Name’ + Mackay Electrical
- ‘Company Name’ + Electrical – Mackay & Whitsundays
- ‘Company Name’ + Electrical Service $55/hr
Boring!
Even my Labrador cross Greyhound would be asleep by now!
Why – because that’s a lot of company names in those ad headlines…
And… NOBODY gives a rats’ a** about a company name.
They only care about what ‘s in it for them.
When you have limited words to use – make them count.
Let’s add in some emotion… see how it can be used in an advert (even a really small one, to make it more appealing).
Think of… ‘anger’!
i.e.
As a ‘sparky’ I won’t leave you angry –
I say what I’m going to do and I guarantee my service. No B.S.
Company Name
Hate electricians who overcharge?
Or turn up late? Or leave a mess to clean up?
See what makes us different…
Company Name
A bit different to your typical ad?
Notice how they ‘pop’ and offer more meaning.
PS.. Telling people how long you’ve been in business is NOT a benefit to the customer and in no way makes them feel like they want to use you over the other guy.
