One of the worst things you can do in sales – and therefore in copywriting – is say
you have the perfect fit for someone.
What do I mean by that?
Well, how do you feel when someone insists they have the perfect pair of shoes for
you and you MUST go and buy them. No questions asked.
It gets your back up… right?
You don’t like being told.
But if they say…
“Hey, I’ve seen these shoes and they’re incredible. Why don’t we take a look and
see how they look on you?”
Then you’re open.
You’ve been teased about how they look.
Your curiosity is piqued.
And then you can make up your own mind from there.
So please, don’t tell.
Instead, explore with your prospects.
Here’s a little trick for ya…
If you’re writing a Google Ad, think of the future and
see what pops into your head…
For instance, let’s say you’re a plumber.
By future thinking, you might come up with ideas
Drains Fixed in 2 Hours
Or the idea of a future mistake might pop into your
head. So it could be…
Mistakes Plumbers Make
Free video reveals mistakes they
make that cost you money
Or you might think of a potential bill shock that
comes from hiring a plumber…
The No Bill Shock Plumber
I promise to give you a fixed price
and get the job done fast
Can you see how thinking of the future can help you
create amazing ads?
I was writing some Google ads today, when I noticed something…
When I write, I come at things from a number of different angles.
For instance, let’s say I’m writing a carpet cleaning ad.
I’ll put myself in the customers shoes. And I’ll ask what’s going
through their mind when they type “carpet cleaning” into
Google. And there’s a few things…
1. I want it to dry fast
2. I want it to be low cost
3. It’s urgent, I need help now
4. I’m worried about getting ripped off
And so on.
Just based on the above, what you can do… is write a Google
ad based on each of the desires / concerns.
Then test them.
Use the winner.
And keep on testing.