There is one word I like most in this world: “efficiency”.
I clearly must be the only one who likes it. Otherwise, I wouldn't find these mistakes every single time I read ads.
For some unexplained reason, you are completely forgetting about the most important part of any ad.
The part that actually gets sales...
The Shadow King Of Any Ad
What’s the first thing that should be rock-solid in any ad, website, article… you name it?
If you said "copy," you won. The amount of power copy has is insane; nothing gets results without it… nothing.
Copy should be primary, designs secondary. If anyone tells you differently, they are wrong.
If you have a beautiful design and bad copy… it’s not gonna work.
If you have excellent copy and bad design… it might just work
If you combine both… it will work.
Copy is king.
Doesn’t matter how well you dress, if you talk like an orangutan, you are not going to sell anything.
Design should serve copy, never the other way around.
I see people making this mistake so often. They center everything around looking beautiful while saying nothing.
If you want them to get in touch with you, we must catch them first. Grab them by the throat (in a nice way of course).
So, let’s start by fixing the most important part of any ad… the headline.
The headline is a crucial part of any ad, website, or even any conversation.
You could have the greatest ad imaginable. If the headline is bad, you’re dead right then and there.
You MUST nail the headline.
Here are some mistakes I see everyone make when creating their headlines:
#1 No One Cares About Your Logo
Go through any website; what do most people do? They start with a massive logo, and then the name of the brand.
No one cares about your name or logo, they only care about themselves.
Stop wasting space by placing a huge name and logo in the ad or website. Get into the
heart of the matter, the stuff they want to see…
#2 “What’s in it for me?”
The headline should always tell the client what we can do for them as soon as possible.
What’s in it for me? Why should I read this? What is this about?
We want to instantly answer those questions with a headline; otherwise, it just won’t work.
#3 Stop Being Vague
At an event, a guy asked me to look at his ad. I could see on his face how proud he was of it.
The first sentence I read was: “Ready for a buck…”
I asked, “I don’t get it; what is this supposed to mean?"
“Keep reading; you will get it. It’s a cool thing that comes back around and then completes itself…” he responded.
I won’t get to read the rest, will I?
I see it, I get confused, byeeeeeeee. No one forces a gun to my head reading ads.
A confused customer does the worst thing imaginable... NOTHING.
We have to be crystal clear. No complex words or tricks.
Here are some real estate headline examples:
"We’re the best real estate agency in the area with hundreds of happy clients!"
This headline doesn’t tell us what we want to hear, just boring stuff no one cares about..
It doesn’t give an answer to the question “What’s in it for me?”.
“Your house sold in 90 days or get $1500”
BOOM, isn’t this much better? Who wouldn’t read this?
If you were struggling for 6 months to sell your house, you would pay attention right away.
Now, if you don’t want to have this kind of guarantee, let’s do something simpler:
“The fastest way to sell your house in [location]”
Notice how all good headlines tell you something you want as a prospect.
They give you a promise, something that is interesting to you. Not something generic or bland.
It’s that simple.
Talk soon,
Darius
P.S. Want to know how I’d make your landing page?
Get in touch with my agency today. If we’re a good fit I will personally take a look at your company and your marketing, come up with a strategy of what I’d do differently and discuss it with you in depth on a call.
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If you want to work together I’ll tell you exactly how that works, if you don’t want to work together that’s fine too. No hard selling, no pressure, no annoying sales tactics.
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