{"id":33753,"date":"2014-12-09T09:00:27","date_gmt":"2014-12-09T17:00:27","guid":{"rendered":"https:\/\/mixergy.com\/?p=33753"},"modified":"2016-06-24T12:51:31","modified_gmt":"2016-06-24T19:51:31","slug":"course-cheat-sheet-ad-copywriting","status":"publish","type":"post","link":"https:\/\/mixergy.com\/course-cheat-sheet-ad-copywriting\/","title":{"rendered":"Master Class: How to write better ads – with Perry Marshall"},"content":{"rendered":"

Perry Marshall\u2019s client had an ad problem. With a 5% click rate, their ads just weren\u2019t bringing enough business into their mountain climbing school.<\/p>\n

\u201cIf you read the ads\u2014\u2018Rock Climbing Courses,\u2019 \u2018Develop Climbing Skills Rapidly\u2019\u2014they were pretty typical ads,\u201d says Perry, founder of Perry S. Marshall and Associates and author of 80\/20 Sales and Marketing: The Definitive Guide to Working Less and Making More<\/a><\/em>.<\/p>\n

So Perry started by digging deep into the client\u2019s business. \u201cI came to understand there is this whole culture around mountaineering, and this was really what the client was selling,\u201d he says. \u201cWe dug out that message and [then] jacked it up with some excitement,\u201d running ads like \u201cWorks sucks? I unzip my tent. What’s your commute?\u201d The client\u2019s click rate more than doubled.<\/p>\n

In his Mixergy course<\/a>, Perry shows you how to kill your boring campaigns and start writing ads that bring in traffic. Here are three highlights from the course.<\/p>\n

1. Have a Flair for the Dramatic<\/h2>\n

\"\"Almost every advertiser makes this classic mistake: they waste precious ad space citing their credentials.<\/p>\n

\u201cWe could have search for plumbers, we could search for IT professionals,\u201d says Perry. \u201cWhat we usually get is boring ads, they’re just…\u2018been in business since 1993, family-owned, commercial and residential.\u2019\u201d<\/p>\n

And boring ads don\u2019t get clicks. \u201cIn Google, 2% of the advertisers get 50% of the traffic,\u201d says Perry. \u201cWhat are you going to do to be in that top 2%? You’re not going to get there with a ho-hum message.\u201d<\/p>\n

So how do you spice up your ads so customers will click?<\/p>\n

Talk about the customer directly<\/em><\/h3>\n

Write about your customer and the people in their lives.<\/p>\n

\u201cInvolve all the dramas in their life,\u201d says Perry. \u201cCome up with a list.\u201d<\/p>\n

For instance, Perry says that when his friend was going through a divorce, she talked a lot about the \u201cother woman,\u201d about her kids, and about her husband. \u201cMaybe on some days the customer’s best friend is her husband,\u201d he says. \u201cMaybe on other days, he’s her worst enemy. We\u2019re going to start writing these people down…and then connect them together in an ad…like, \u2018Is he sleeping with her right now?\u2019\u201d<\/p>\n

\u201cYou may need to dial it down,\u201d says Perry, \u201cbut the point is we’re getting the issues all out on the table so that we can then very easily write a whole bunch of completely different ads. They’re all guaranteed to punch the emotional button that is making them search in the first place.\u201d<\/p>\n

2. Get Touchy Feely<\/h2>\n

\"\"Logical ads might make a lot of sense, but they don\u2019t get a lot of clicks.<\/p>\n

\u201cBy training I’m an engineer, and honestly, when I write ads, I tend to start with logic,\u201d says Perry. \u201cI tend to lay out a logical structure.\u201d<\/p>\n

But people buy based on emotion. \u201cThey back it up with logic later, and frankly, it’s true when people buy a Starbucks in the morning and it’s also true when a venture capitalist gives you three million dollars,\u201d he says. \u201cThis is how human beings are. Sometimes the logic is a bigger part of it, but not usually.\u201d<\/p>\n

So if logic comes second, what should come first?<\/p>\n

Use the words out of their mouths<\/em><\/h3>\n

Write about emotions, using the customers\u2019 own words.<\/p>\n

\u201cThe amateur way is to take anger, joy, disgust, anticipation, etc. and then just put those words in the ad\u2014\u2018Are you angry about…?\u2019\u201d says Perry. \u201cIt could work, but the professional way is to tell a story or give a snip of dialogue that expresses anger. Give me even half a sentence that the angry woman says to her husband.\u201d<\/p>\n

And if you don\u2019t know what kinds of things your customers would say, ask them. \u201cCall up one of your divorced friends and ask, and be prepared for a 45-minute conversation in which you will get years of material,\u201d he says.<\/p>\n

3. Give Them Something They Want So Bad<\/h2>\n

\"\"<\/p>\n

When you have a great ad and an opt-in offer, you might think you\u2019re all set.<\/p>\n

Not so, says Perry.<\/p>\n

\u201cFor our \u2018Five Days to Success\u2019 course, for a long time our ad said, \u2018Sign up for this email course and five days we’ll give you a really great tip for AdWords,\u2019\u201d he says. \u201c[The ad] was really good, but we just couldn’t improve [opt-ins] to save our life.\u201d<\/p>\n

So what do you do if your ad copy is solid, but you\u2019re still not getting opt-ins?<\/p>\n

Up the ante<\/em><\/h3>\n

Write an opt-in offer that makes them salivate.<\/p>\n

\u201cWe added this one page cheat sheet on the landing page, and then we changed the ads to promise they get a cheat sheet,\u201d says Perry. \u201cInstantly everything went up 33%. The cost of customer acquisition went down by a quarter.\u201d<\/p>\n

And Perry says that you have to keep<\/em> upping the ante. \u201cPeople demand more in exchange for their email address this year than they did last year,\u201d he says. \u201cAnd if what you’re giving away is good and appealing, you should be able to describe it in a Google ad in such a way that it makes a person salivate. And when you have a really sweet deal, it’s easier to write an ad.\u201d<\/p>\n

Written by April Dykman.<\/p>\n","protected":false},"excerpt":{"rendered":"

Perry Marshall\u2019s client had an ad problem. With a 5% click rate, their ads just weren\u2019t bringing enough business into their mountain climbing school.<\/p>\n

So Perry started by digging deep…<\/p>\n","protected":false},"author":2370,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[293,295,245],"tags":[279],"class_list":["post-33753","post","type-post","status-publish","format-standard","hentry","category-cheat-sheet","category-course-cheat-sheet","category-courses","tag-template"],"acf":[],"yoast_head":"\nMaster Class: How to write better ads - with Perry Marshall - Business Podcast for Startups<\/title>\n<meta name=\"description\" content=\"Perry Marshall\u2019s client had an ad problem. With a 5% click rate, their ads just weren\u2019t bringing enough business into their mountain climbing school. 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