Once upon a time Kevin ran an ad that he poured Blood, Sweat, and Tears on.
Riveting headline, solid copy, stellar creative. Top-notch across the board.
Got many impressions but did not convert to leads. There is a problem.
This is also why seeking raw impressions is NOT it, read here to know why.
The moment you (Kevin) rectify this, you will get flooded with more leads than you can accommodate. Guaranteed.
The Roadblock
Your ad must capture the soul of your target customer, grab him by the throat (gently) and lead him towards the sale.
We have talked before about a common mistake that can totally obliterate an ad, read here.
So assuming you know how to modulate your offer, now what?
You still notice there is no motion. Clients aren't coming forward. Something is blocking them.
If you have created an immaculate pathway, yet no one is entering, then you should check ..
The Gateway
To have a sorely tempting offer, it has to be in harmony with the ad, easy for the customer to bite, chew and digest.
Lower the barrier between what you are asking of them, and them ACTUALLY doing it. Let them opt in smoothly and plainly.
The biggest trap here is that most businesses rush the process.
Kevin, our friend, is running a decent ad for a car company.
The issue is that he's asking customers to immediately make a discounted downpayment. If they are interested - Well, no thank you!
People don't decide on buying cars just off of an ad, nor should you expect them to, it's too big of a decision.
The offer is too heavy. Overwhelming. Hard to bite and chew.
Take It Easy
Imagine spotting a devilishly stunning lady from across the street, walking by.
You find yourself totally lost in her beauty, you look away, look back again, away again.
You muster up some guts, and make your approach:
" Hey, I just saw you from across the street and thought you're beautiful"
" Oh, thank you"
" So, anyway, can I get your number? and next Tuesday I got some time off, we can get married then"
Imagine the look on her face (and yours right now).
That's how your customers feel when you make your offer too pushy!
Even if you're Brad Pitt, you're doomed to fail.
Instead you should work your way up, coffee, drinks, hangouts. Tip toe.
Breadcrumbs
Every sale is doable, people just have to believe in your capability first.
It's not like a vague brand ad, where you throw the word" Dior" and disappear into the shadows.
Unless you have needless cash to burn (on one does) then off you go!
Or like most businesses " Hey, we sell x, it's really good trust us, buy now!"
It's a process where you earn your customers. Slowly but surely, you will win them depending on your product ticket.
You should give people the lay up. Seduce them into your vicinity.
" Wanna know more? Check out this short video."
" Sign up for our newsletter, guide, or fill out the form for a quote."
And you keep retargeting, building up rapport, and stacking up credit.
Once they trust you enough, lead generated, and the sale will come in handy.
Even in 2070, Terminators taking over the world, this concept ALWAYS WORKS.
So next time you run an ad, make sure you have a low action threshold.
If you wish to get an idea of how you can do this in your business, get in touch.
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