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.

Oof. You feel that?

That’s the feeling of knowing this in your bones all along,
Realising you’ve been led down a long cold windy path,
To a café that was closed.

You didn’t like the sensational trend-chasing too-good-to-be-true stuff.
But it grew on you “because marketing”.

Now? You’re free.
It’s time to make things people love and look forward to.

And have a blast doing it.

Question of the week: What would your dream ad look like?

Reply to this email with: What you came up with! I’d love to hear all about it.

Enjoy the weekend,