When you write an ad, start with a believable, compelling promise and back it up with unshakable proof.
This simple yet powerful approach can make the difference between an ad that falls flat and one that resonates with your target audience, driving them to action. Most ads fail because they don’t follow this fundamental principle, and it’s costing businesses countless opportunities to connect with potential customers.
Let’s dive deeper into why ads often miss the mark. Many don’t start out with a promise at all, or if they do, it’s a promise that means nothing to the intended prospect. Think about it – if your ad doesn’t immediately grab the attention of your target audience with something they care about, why would they bother reading further? Your promise needs to speak directly to their needs, desires, or pain points.
On the flip side, some ads go too far in the other direction. They make an over-the-top, nobody-would-believe-it-in-a-million-years kind of exaggerated or ridiculous promise. This approach is equally ineffective because it destroys credibility right from the start. In today’s world, where consumers are bombarded with advertising messages and have become increasingly skeptical, trust is everything. If your promise sounds too good to be true, people will assume it is.
But here’s the kicker – even if you nail the promise, many ads still fall short because they don’t prove what they promise. It’s not enough to make a claim; you need to back it up with solid evidence. When people don’t believe your claims, they don’t trust you, and when they don’t trust you, they certainly won’t buy from you. They won’t even bother to call you to find out more.
Let’s look at a couple of examples to illustrate how this approach can work in practice. Take a dry cleaning business. A compelling promise might be: “We use a totally natural cleaning process that is kinder to your clothes and also to the environment.” This hits on two key points that many consumers care about – the longevity of their clothes and environmental responsibility.
But remember, the promise is just the start. Now you need to prove it. In simple, fast-paced language, explain the harmful chemicals traditional dry cleaners use. Then, detail the natural process your business uses. Show why what you say is true with specific names of natural products, and briefly cite scientific research to back it up even further. This level of detail not only proves your claim but also educates your customers, positioning your business as an expert in the field.
Let’s consider another example – a dog babysitting service. Your promise might be: “It’s doggy heaven when you leave your pet with us. We don’t give your pet the cattle-car treatment.” This promise speaks directly to the concerns of pet owners who worry about the care their furry friends receive when they’re away.
To prove this claim, you could use testimonials from customers. Have them talk about how unsatisfied they were with old dog babysitting services, and how happy they are with yours, for the reasons you mentioned in your promise. Real stories from real customers can be incredibly powerful in building trust and credibility.
The key here is to be specific. Don’t just say your service is better – explain exactly how and why it’s better. Maybe you have a lower dog-to-staff ratio, or you offer individual play sessions, or you have a veterinarian on call 24/7. Whatever your unique selling points are, spell them out clearly and back them up with evidence.
This approach – making a believable promise and backing it up with solid proof – works across all industries and for businesses of all sizes. Whether you’re selling a product or a service, whether you’re B2B or B2C, this fundamental principle of advertising remains the same.
It’s worth noting that this doesn’t mean your ads need to be long or complicated. In fact, some of the most effective ads are quite simple. The key is to be clear, specific, and focused. Make your promise, provide your proof, and then tell your audience what action you want them to take.
Remember, your goal isn’t just to make a sale – it’s to build a relationship with your customers. By making promises you can keep and proving your claims, you’re demonstrating integrity and building trust. This approach not only helps you make the initial sale but also lays the groundwork for repeat business and word-of-mouth referrals.
In today’s competitive marketplace, where consumers have more choices than ever before, this kind of honest, straightforward advertising can set you apart from your competitors. It shows respect for your audience’s intelligence and time, and it demonstrates confidence in your product or service.
So the next time you sit down to write an ad, remember this simple formula: start with a believable, compelling promise, and back it up with unshakable proof. It’s a timeless approach that, when executed well, can dramatically improve the effectiveness of your advertising efforts. Whether you’re writing a print ad, a radio spot, a social media post, or a television commercial, this principle holds true. Make a promise, prove it, and watch your business grow.
