There is one statement that I really like to use for my students when I teach them the basics of commercial advertising writing.
I always say "Write like a doctor, read and think like a customer." meaning "Write as a doctor but read and think as your client / client."
It is one of the simplest languages but it is very helpful for you a businessman who writes an ad with the aim of being able to sell your products or services.
If you look at the real meaning in our real life is that the doctor always writes notes to help the patient after being able to ask him questions and listen to him for what he will answer.
Now in business you as a trader when you write your ad you must write based on the results of the research you have done for your target audience (Target Audience) in the market you have chosen and not just write in the way you feel.
Through the research you have done we hope you have found the answers to;
What is the status of your customers now and here you can use (Situation Question) to find the answer.
The problem of your customers is exactly what, here you can use (Problem Questions) to find out the problem that customers have.
We hope you find out how your customers' problems affect their lives, here you will use them.
We will hope you know where they want to go or what the outcome will be and what those results can be for any impact on their lives, here you will use them.
I have stolen this method from the SPIN SELLING book written by a gentleman named Neil Rackham but also his idea is not very different from GAP SELLING written by Keenan, follow these books more closely.
Reading and thinking as your client or client, is that you, the trader, what you write must, when you have finished writing it, put on your client's character and review what you have written and ask yourself these questions;
If you were a customer and had encountered the ad on social media, would you have taken the time to read it all?
.Does the ad have a connection to you based on the situation you are in? Is there an emotional connection in it? Talking to you?
.Would you be persuaded to give money and buy a product that is being sold through that ad you have written yourself?
.Do you see this ad about 3 key areas namely for your condition i.e. Problem, Pain Point, Root Cause and Solution?
.Is there an offer in the ad that makes you unable to refrain from taking action?
If you find the answer to be difficult, then rewrite what you wrote because that is a sign that you are not going to get good at your ads.
This is what I am referring to that is what makes many people more likely to get my ad writing service and others wonder how I am writing an ad that makes a person unable to leave without doing what I need him to be able to do.
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