What makes a great ad?

What makes a great ad?

People spend big bucks looking for the answer.

Turns out?

The answer was under our noses all along.

But first. Let’s look at what doesn’t make a great ad:

It’s not sensationalism.

When you see sensationalism, what do you do?
Yup. And everyone else rolls their eyes with you.
Do you subscribe, buy or refer these companies?

It’s not what industry trend data says.

When industry trend data tells you to do it?
Too late. Everyone’s doing it.
Can you stand out by blending in?

It’s not the sum-total of your ‘cheatsheets’.

I know. You’ve collected many cheatsheets.
But throwing everyone’s used lottery tickets into a cauldron?
Does that sound like strategic advertising?

It’s not an ‘irresistible offer’.

Everyone read the same book. And now?
Your inbox is full of ‘irresistible offers’ no one believes.
Want to be associated with that?

Conventional wisdom isn’t working.
A wrench in the works, indeed.

Except it isn’t. The answer is so obvious when you see it,
You’ll feel how ‘right’ it is in your bones.

So let’s be obvious. Here’s what makes a great ad:

It’s content they normally like plus a postage stamp.

You know content your people open their apps to look at?
It’s because they like that content.
Make that. Then attach postage (ad spend).

It’s backed by customer data not industry data.

Unlike industry data? Customer data isn’t found in a report.
It’s found by showing an inner-circle of customers what you made,
Then asking for their feedback. Make their eyes light up.

It’s different in a sea of sameness.

Sameness is competitive. Different isn’t.
If everyone has a report, make an interactive quiz.
If everyone has a pitch, invite them to play a game.
Your direct competition is reduced to zero.

It’s an invitation to more of a good time.

An invitation to sell only gets clicked if you want to buy.
But most don’t want to buy until they like you better.
So don’t ask them to buy. Ask them to try something fun.
Show them a good time and they’ll pay you for more.

I go into more detail on this topic in this week’s issue of The Productoon Newsletter. Check it out!